The Study On The Construction Of Chengguan’s Image By Media Micro-blog

With the acceleration of urbanization process in China, the urban population growsrapidly of. Different groups of people and different classes entered the city, the task of cityadministration is more complex and difficult. Flowing small traders have bad effect on theurban construction, urban environment and urban image. Conflicts between the chengguanand the small traders often leads to violent law enforcement and violent resistance, whichmake the image of chengguan suffer a disastrous decline, and bring unprecedented pressureto law enforcement of urban management.In recent years, the development of the network shows an boomed upward tendency. Forits unique characteristics, micro-blog is developing rapidly in a short time, and graduallybeyond the traditional media, leading the audience into the micro era. According to " The31st China Internet Development Statistics Report Network," China Internet InformationCenter show that at the end of December2012, the scale of China’s micro-blog users is about309million, micro-blog users are growing. Many events rise from micro-blog, once violentinformation about urban management being published by micro-blog users, it will bewidespread by micro-blog forwarding and comments, then let the chengguan become thefocus of public opinion during a period.This study is based on the analysis of information about the chengguan published by fourrepresentative media micro-blog （the official micro-blog of People’s Daily, the officialmicro-blog of CCTV news, the official micro-blog of Voice of China, the official micro-blogof headlines）in2013.The study focused on how the media micro-blog construct the imageof chengguan, analyze its causes and recommend advice on deconstruction the image ofchengguan. I hope it could be useful and valuable for chengguan to construct their image.This study has a detailed analysis of the micro-blogs involves the chengguan from thereport perspective, reproductive theme and attitude. It was found out that more negativeinformation, as violent law enforcement and so on is represented in the micro-blog,as that thechengguan were demonized. The demonized image of chengguan were mainly caused bythe low quality of chengguan, the coincidence between the stereotype interests and media profit,etc.The article suggests that, in order to get rid of the negative image of this demonization,chengguan must develop the sense of crisis management of image, change their attitudes andway of law enforcement，expand the channels of dialogue with media and the public, keep agood relationship with the public and the media. Media should also play a role in setting itsagenda,report presentation of objective, real and whole information about the chengguan forthe public. While focusing on raising public media literacy, the media literacy education onthe audience has a long-term significance.