The Image-building Of Service-oriented Government In An Era Of Mobile New Media

With a rapid development of the information technology and the popularity of the Internet, now, we are in an era of information explosion. A variety types of new media are blooming, just like bamboo shoots after a spring rain. In such an era, people can get the information through a variety of methods. Especially in the growing popularity of smart phones, tablet computers and other mobile terminals, the ways of accessing information become faster and more convenient. People not only care about the quality of the information they obtained, but also pay more attention to the speed of getting it. Compared with the traditional media, new media has unparalleled advantages, not only changed the way people receiving information, but also brought an obvious impact of the media industry. Meanwhile, in terms of government administration, the development of new media also brought an great influence on the government image.With the great improvement of personal quality, the public’s enthusiasm for political participation increases continuesly. The government is also paying more attention to their own image, such as striving to become a service-oriented government, providing more services. With the help of such a perplexing network environment, in shaping its own image, the government also unceasingly tries best to make a breakthrough. With the blooming of the new media such as micro-blog, wechat, portal websites and so on, some departments of government began to try to release government information in real time by using these new media.Taking government micro-blog, wechat as the representative of mobile new media, they become great choices for government departments to perform the functions and improve its own image, and may be the good measures to deal with the change of the media environment.This paper takes mobile new media and service-oriented government image as the starting point, by analyzing the relationship between mobile new media and government image, attempts to explore the strategies and methods of creating a service-oriented government image by using the mobile new media.The thesis is divided into five parts:The first part is an introduction. To clear about the subject and the significance of this research by introducting the background, significance and the research status at home and abroad.The second part introduces the meaning, characteristics, and the influence factors of new media environment and the government image, which lays a theoretical foundation for the subsequent parts of this paper.The third part introduces the relationship between the development of mobile new media and the government image, by analysing the risks and crisis which may damage government image with the development of the mobile new media. This part also analyzes the value and significance of shaping a good government image by the development of mobile new media.The fourth part analyzes the main negative factors to Chinese government image on-line at the present stage, including personal image affecting the overall image, influence on citizen trust due to the improper handling of network crisis and so on.The fifth part describes the stratagies of shaping a image of service-oriented government. There are five aspects: construction and improvement of mobile E-Government; improving the network communication quality of civil servants; the public crisis management and the guidance of public opinion on line; strengthening the public participation; improving the response mechanism; strengthening the legal system and formulating the regulations.