The Chinese Government Image-building Under The Age Of New Media

Government image is the reflection of the government’s comprehensive ability, evaluated by the social public according to its external characteristics. It is a kind of important invisible resource. Enhancing image of the government not only means the government has won the public greater psychological identity, but also means the improvement of China’s international influence.In recent years, the development of Chinese new media trend has been strong. The number of Internet and mobile phone users has grown continually. With the strong communication, new media has increasingly profound impact on the political, economic and other fields. With the rapid development and the strong social penetration, it quickly highlights the "double-edged sword" effect. The conflict of the virtual and real social has led to many contradictions and problems of unprecedented, so the New Media has posed a serious challenge to cur country.This paper has focused on how to create a good image of the government in New Media environment. In the context of the new media, our government has been actively use the Internet platform to strengthen communication with the public, such as the establishment of government web sites, opened administrative micro-blogging. However, due to the combined effects of the New Media’s characteristics, the government’s behavior, the image of the Chinese government is still not satisfactory. Faced with the challenges of the new media, firstly, Chinese government should shape the image of the government officials. Secondly, our government should supervise the public opinion of the Internet, and response more quickly. Then, it is important to strengthen the cooperation of the government and the New Media. Next, pay attention to public participation enthusiasm and raise public media literacy. Finally, also the most important, we must stick to the new media development road with Chinese characteristics.