Empirical Research On Chongqing City Image Created By Government Micro-blog

With the announcement of the national plan on new-type urbanization, the development of urbanization has been accelerating in Chinese major city clusters and the competition between the cities is becoming more intense. City image, the important social capital of city, has received increasing attention in the urban competition, considering its significant role in city reputation and popularity. The favorable city image creates centripetal force, which enhances public recognition, attracts investment, introduces talents and develops tourism industry. Therefore, the construction and promotion of city image has been widely valued by many city governors.In recent years, government micro-blog has becomes the new media tool of city governors in the process of constructing and promoting the city image. More and more cities use the government micro-blog to release information, communicate with netizens, and organize online interactive activities.The government micro-blog helps establish the good image of the government. Meanwhile, representing the authorities, it also shapes and enhances the image of a city. Currently, government micro-blog has developed an influential interactive platform. According to the “Report on Development of Governments’ New Media Nationally(2014) ” by“ The Center for Monitoring and Analyzing Public Opinion of Xinhuanet.com”, the number of Chinese governments’ micro-blog accounts(including Sina and Tencent two platforms) has reached 0.277 million and been followed by 4.39 billion people at the end of November 2014. In 2014, the number of government micro-blogs’ followers ascents by 42.1% compared to last year and 3.2 government micro-blogs are followed per-capita.However, the use of government micro-blog is still being explored. The city administrators are still not clear about what is the city image in the government micro-blog, what is the characteristic of this new media, what is the advantage of micro-blog and how to use it for building city image.Based on that, “Empirical Research on Chongqing City Image Created by Government Micro-blog——‘@ The Chongqing Municipal People’s Government Press Office’ As an Example” is proposed in this paper. It takes government micro-blog “@ The Chongqing Municipal People’s Government Press Office” as main research subject, and the personal micro-blog “@ I love Chongqing” as a comparison. From the perspective of the agenda setting and framework analysis theory, it adopts the method of literature analysis and content analysis. This article investigates the activities are sponsored to help build the city image since Chongqing Municipality, and the development of Chongqing government micro-blog. The article explored “@ The Chongqing Municipal People’s Government Press Office” from three aspects: external morphology, content entities and emotional keynote. Furthermore, a contrastive analysis of “@ The Chongqing Municipal People’s Government Press Office” from the perspective of official position, and “@ I love Chongqing” from the perspective of personal position is made in order to provide a useful primer.According to analytical result, it is concluded in this research: “@ The Chongqing Municipal People’s Government Press Office ” and “@ I love Chongqing” are mutually complementary and different in shaping the city image of Chongqing; frames of topic and activity differ between this two micro-blog, reflecting the different position of official and individual; in the future, “@ The Chongqing Municipal People’s Government Press Office” may continue to increase the information of Chongqing. With the increasing of the general situation of Chongqing, the division between city and county is fading.