Research On Government Image Communication Under The Background Of New Media

With the development of information technology told, science and technology has been widely applied to life. The whole world into a more open and democratic era, the government sector as an area the highest decision-makers also need to actively respond to such changes and challenges, reshaping the government’s image, to promote democracy and political progress, improving public participation in social management enthusiasm, enhance the image of the government the ability to spread and level.While China is currently in the social transition period, various trends surging, contradictions are emerging, and with the involvement of new media technologies, a variety of information quickly on the Internet to get fermentation, caused widespread controversy and discussion. Especially in some major event occurs, the government often choose to hide or delay, do not reveal the whereabouts of the public the truth. Caused some negative information dissemination, makes it easy for the public to get the government discontent spread, in this critical moment, the image of the government than at any time in spread even more important, and the website, forum, blog, micro blogging, these new media challenges to the government information dissemination, but also through its outstanding personality, wide spread space and audience, diversified forms such as governments can use to communicate with the public and increase understanding and a good way to communicate.This paper takes Henan Henan QiXian cobalt60leak and Nanjing "lobster" incident as a case, first, some important concepts of new media to sort out and clarify. On this basis, through the typical case presentation, case analysis, the main recommendations, discussed the four parts of the study of new media era of our government image dissemination. Describes the characteristics of government image dissemination of traditional media in the environment and in the face of various problems of new media environment, and analyzed the change of government image and cause of the problem in the new media environment opportunities and challenges, in summing up the experience of the government image communication, the new media environment of shaping the image of the government proposal.