Perspective Image Of The Government Building Network Public Opinion Research

Nowadays the society has entered the era of internet and information. The internet, as the representative of new media, is influencing people’s behavior mode and thinking pattern. The public utilizes internet to express their opinions and sentiment more often than ever, which builds up online public opinion to provide new development platform for democratic politics. Such online public opinion will influence government’s decision, promote the communication between the public and government and meanwhile reveal the new challenges to government image construction.The government lacks the concept of modern management nor the concept of public service, having insufficient understanding of online public opinion. The image of government is impacted as consequence of lacking the methods to handle the online hot topics. However the image of government is so crucial to the authority and public trust which will further affects the direction of policy-making and policy implementation. Therefore, the discussion of constructing government image under the context of online public opinion shows its prevailing significance.The thesis first reviews the basic theories of online public opinion and government image. Case study is referred to analyze the building process of online public opinion and to explain the key role of government image to modern public management. Secondly, the author picks online hot topic of the whopping price cigarette as his starting point and analyzes from two aspects:the statistic of public opinion and the response of government to reveal the problems of government image construction concerning the background of online public opinion and the influence caused by such problems. The author then probes into the the underlying reasons of the problems. Targeting at the problems, the first time principle is proposed to improve the image of government and four methods to shift the conception of government. Based on previous discussion, specific methods are proposed in aspects of studying, judging and guiding online public opinion, strengthening government construction and improving the e-government construction to undertake government image construction taking online public opinion into consideration.