| As an important part of information dissemination in the government affairs wechat is in the process of rapid development, its increasing number, rising in influence, and gradually into the normal operation period. According to the latest research report released by the official People’s Daily overseas edition website, monitoring according to incomplete statistics, by the end of August 2014, the national government affairs wechat amount has reached 8803.Wechat is the government information openness, e-government interaction, real-time management and service of a useful exploration. Government affairs wechat, as a representative of the mobile Internet media is important for the government to provide a variety of expression, ensure the accuracy of the government information transmission, let zheng people communicate more smooth. It makes up for the shortage of government website and e-government micro blog.In March 2014, the xinjiang uygur autonomous region to carry out a three-year "To understand people,bring benefits to people and unite people" activities, live village cadres play an important role. Village cadres work is good or bad, directly affects the "To understand people,bring benefits to people and unite people" activity smoothly; To coincide with the xinjiang uygur autonomous region to carry out the "hui poly" activity, show live village cadres’ work style and good image. Internet information office in xinjiang special launched "the last kilometer" official wechat public accounts. The wechat public account since March 2,2014 opening, has played a transfer administrative information, salvage voice at the grass-roots level, show the image of living village cadres, publicity of important role in Xinjiang.This paper, taking "the last kilometer" as the main research object, emphatically discusses represented by "the last kilometer" of government affairs wechat in the image construction of village cadres and spread, as well as the current e-government wechat in all kinds of problems and deficiencies.At present, although the government affairs wechat in both influence and propagation force have made has made important progress. Is actively playing the expanded government image transmission channels, realize multiple voices, make multimedia transmission pattern, the important role of distance closer political people.But need to face up to the development of e-government wechat and there are many drawbacks, such as government affairs wechat positioning mix, "zombie" accounts, insufficient understanding to the development of e-government wechat lack of corresponding system coordination and safeguard and so on.In order to investigate the spread of "the last kilometer" village cadres to living, this article mainly adopts the content analysis and questionnaire survey and field investigation. Under the new media perspective to explore the image construction of the cadres at the grass-roots level is also the innovation of this article.Based on the transmission characteristics of government affairs wechat and analyzing the corresponding image of village cadres, village cadres construction of government affairs wechat also live image path analysis.This article mainly points five chapters:The first chapter, mainly around the government affairs wechat and grassroots cadres of image creation research was reviewed, the research significance of this paper, the research content and method, research focus, innovation points and difficult points.The second chapter, mainly to define grassroots cadres image. Talk about the relationship between the media and grassroots cadres image. Its main performance for image transmission of cadres of the mass media mainly has the image content stipulation, and mass media images of grassroots cadres construction has motivated relations, etc.The third chapter, the key of e-government development status and characteristics of the wechat, problems were analyzed. wechat helps to e-government information public and realize the political interaction, provide immediate services to the public. At the same time analysis of government affairs wechat for shaping the positive significance of construction of grass-roots government image.The fourth chapter, this paper introduces "the last kilometer" wechat public accounts and xinjiang "To understand people,bring benefits to people and unite people" the basic situation, and complementary relationship between them. Through "the last kilometer" text sample, then analysis the content of "the last kilometer" advantages and disadvantages. And again, the use of "the last kilometer" April and may two months users active statistical data and "the last kilometer" communication effect questionnaire survey data, to understand how the communication effect of "the last kilometer".The fifth chapter, analysis of government affairs wechat, village cadres image construction problems encountered, analyze live village cadres image construction and government affairs micro innovation path of faith. To build grass-roots cadres government affairs wechat image puts forward corresponding Suggestions. |
