Administrative Micro-Blog For Government Image Building And Dispelling

In recent years, with China’s social and economic developing, there is growing trend thatthe diversity of society is been strengthen, many social conflicts are gradually exposed, someofficials in the policy management omission or abuses exacerbated the evolution of thesecontradictions, resulting the Government’s credibility greatly dampening. Therefore, usingall methods to enhance the credibility of the government and shaping the image of a clean andefficient government has become a major issue faced by all levels of government. In2009,China ushered in the "micro-blog first year", with instant communication, highlighting theadvantages of interactive communication, and other aspects of the proliferation of fissile,micro-blog shows the huge power of communication, changing the pattern of domestic publicopinion communication.As a new form of e-government, government micro-blog is entering a phase ofexpansion, opening a new channel of communication between the government and the public.With a highly social and interactive propagation characteristic, micro-blog discover andestablish a new government’s image, and raise the e-government public service level. It isalso a result of communication diversity and information exchange seamless of government.However, the fast development of government micro-blog also demands for highlymanagement capacity, public opinion prejudge, crisis public relations, judgment of theadministrators. The absence of administration, negative emotional catharsis, endless stream ofrumors, other negative phenomena and so on, are emerging in an endless stream which bring agreat challenge to government building. Thus, using the sentence "the opportunities and risksexist side by side" to describe the shape and spread of government image of micro-bloggovernment image is very appropriate.This paper is based on communication theory, aiming to explore and excavate theprocess of government image on government micro-blog communication. And building apattern of government image spreading on micro-blog. Based on this, trying to explore thepositive and negative digestion factors, perfection the theory of government image buildingon social-media. At the same time, this article trying to combine theory and practice,analyzing government image element, communication process, communication effect, mannerof facing cyber citizen and government action behind micro-blog, which using plenty ofexamples, and unscramble the mechanism of shaping and spread government image onmicro-blog, probe the block and dispelling factors of image building process. At the same time, discussing this problem on receiver perspective, using questionnaire survey method tocollect appraisement of micro-blog from the public, and understanding differences betweenreal government image and virtual government image. Finally, trying to puts forward animproved optimization strategy, giving a vision of futurity how government use media tools tobuild their image based on the forecast of new media future. Helping government to performtheir duties on information disclosure, public opinion guidance, collect opinion idea, imagebuilding is this article’s final purpose.