Image-building Analysis Of Local Government In The New Media Environment

How to shape a good government image is an important subject of moderngovernment need to study. Good government image is an important intangible assets,the government is the government’s role to be able to play the premise of effectively.Nowadays, the mass media has become an important platform to build the image ofthe government by virtue of its fast and wide dissemination characteristics. Therefore,the government image mainly through the media to be realized. At present, with thedevelopment of mobile Internet technology, appeared on the spreading way andcontent of form is different from the traditional media such as newspapers, radio,television, and new media. Under this background, the coexistence between old andnew media image for the government, such as transmission put forward newrequirements.In this paper, based on the perspective of public management and politicalcommunication, the new media environment and government image mold relatedconcepts, in Baoshan district of Shanghai government image in the new mediaenvironment model as a case, this paper expounds the traditional media environment,the propagation characteristics of local government as well as the problems in the faceof the new media environment, analyses the causes of the problems and the newmedia environment change the conditions of the government image, in combinationwith the practical situation of Baoshan district government put forward the perfectsolution to the new media environment image shaping specific solutions and countermeasures.In writing, this paper tries to answer and solve the following problems: thecurrent government image shaping what are the new situations faced in the process?Under the new media environment, what is the significance of strengthening localgovernment image building? The new media environment and the traditional mediaenvironment in shaping the image of the government have what different? How togive full play to the difference to promote government image building? What is thelocal government media image promotion strategy?In this paper, according to the above questions, thinking research to analyze andsolve problems. The article is divided into the introduction, the new media and thegovernment image shaping overview, the influence of the media communicationenvironment for the government image mold, the status quo of baoshan districtgovernment image creation under the new media environment analysis, the newmedia environment characterization countermeasures and development trend of localgovernment etc. Five chapter’s content. Full text around the correct shape goodgovernment image, improve the ability of local government’s ruling the researchobjective, the author by using the method of literature review, with the new media andthe government image shaping theory as the theoretical basis; use deductive methodsof empirical research and summing up, in the form of case analysis, combed thebaoshan district government under the new media environment in detail the mainmethods of image creation, summarized the new media environment baoshan districtgovernment portrayal of the troubles and deficiencies, and combined with local actualsituation put forward some Suggestions on enhance heralded work to create a goodgovernment image. Finally, in full on the basis of summarizing the experience inbaoshan district government image mold, further put forward the new mediaenvironment effectively and a series of countermeasures to promote the image of localgovernment, and the development trend of local government good image shaping isdiscussed.