Building Of The Administrative Microblogging To Government Image

Government image is a kind of soft power for the government,it not only represents the public perception and evaluation,but also a reflection of government’s public trust.With the advent of the rapid development of the Internet and the New Media Age,especially the soaring number of the citizens in China,so that the overall situation for the government’s image communication media has started to change dramatically.How to grasp the online public opinion in the tide of the information technology age has become a significant problem which can not be ignored.The emergence of government micro-blog provides a splendid networking platform for us to further improve the credibility of the government,to build a communication between the government and the public and to quickly respond to the potential crisis of the public opinion.Micro-blog is an indispensable tool for the process of the government’s image shaping.Government micro blog is now less than six years since its birth, but it has developed as a main propaganda platform from ministries to local government agencies. But behind the prosperity,there is a series of problems gradually exposed in front of the public. Some government agencies blindly follow suit, many government micro-blogs were set up in a hurry without good intentions of operating. resulting in government micro-blogging has become a facade decoration of government just like a "zombie". In recent years, the number of incidents of the online public opinion has increased, some governments are often helpless in the face of a crisis which caused by public opinion and some even brought a secondary crisis unwittingly due to improper responses.Some issues are restricting the development of government micro-blog,and damaging the building of government’s image,like the outdated idea of propagation, the deficiency of management mechanism,and the vulnerable responding capacity to the risk,and so forth. The shaping of the government’s image can not be promoted without completely solving these problems.This paper takes the perspective of the government’s image spreading which is done by the government affairs micro-blog under the new media era.This paper including the definition,composition and the communication channels of government’s image, which is based on the analysis of the related materials, as well as give the proposals to the building of government’s image combined with the status quo of the government affairs micro-blog development. By selecting@Release of Nanjin and@Release of Hefei these two micro-blogs as the study samples,this paper respectively analyzes the empirical spreading, introduces the general information and the visual design elements of the interface of the government micro-blog. And also to select a certain amount of contents sample released by two micro-blogs to compare the difference among the propagation theme,transmission time,language style, the originality and the interaction between government and public and the like. Based on the analysis of these two government micro-blogs,This paper summarizes the predicament of the government image building by micro-blog and it’s causes. This paper also proposes some related practical strategies for the government affairs micro-blog to cultivate the government’s image better.