The Local Government 's Public Image Reconstruction In China' S Internet

With its technological advantages, the Internet has made a great change of the media structure and the social structure.The Internet is a double-edged sword, which brings both opportunities and challenges to the public image of the local government.On the one hand, network communication creates a new political life and environment,which provides a new platform for every citizen to participate in politics, understand politics, and understand the government.It creates a new opportunity to reengineer the image of the local government. On the other hand, network era formes enormous challenges on the public image of the local government.During the period of the transition, various contradictions and the government behavior anomie highlight,for which the public image of government sinks into the difficult position and the legitimacy is questioned. The traditional image shaping of the government has not adapted to the needs of the development of the times.The government should take new measures to adapt to virtualization, liberalization and flat network environment,in older to reengineer its public image.The text is based on qualitative research, combining journalism and communication science, management science, public relations science, political science and other subjects related.We think completely on local government public image reengineer theory,history,currentsituation,problems and coping methods in the text.We analyze the Jiamusi government in depth as a case, combining macroscopic investigation and microscopic analysis, in order to provide reference for the public image reengineer of local government in the network era.