The Analysis Of Government Affairs Micro-blog Optimization In China Under The View Of Government Image Mold

As citizen-based thought returning to the field of public administration and the New Public Service Theory getting deep impact on Service-Oriented Government, department pays more attention to building a good image of itself. Government must value the dialogue and communication with the public, and establish public service mechanism of a good response to the force, for the reason that government affairs micro-blog naturally becomes an important way to the government’s image-molding system. From 2011 to 2012 and then to 2013, government affairs micro-blog played an important role in dealing with public relations and changing the image orientation of the government. But it also exposed polarization, lack of political interaction, operating system stiffness, text mismanagement and other development illness, bringing a certain negative impact to the government’s image molding.With the performance of government affairs micro-blog in China as the research object, this paper mainly thinks of and answers the optimizing countermeasures of government affairs micro-blog to promote a good image of the government, and makes efforts to probe the effects and practice directions about government affairs micro-blog on government’s image molding. As a new tool of building government image owing to equal dialogue and real-time interactive, government affairs micro-blog is more and more important by getting public reaction in the internet age. It’s necessary because of adjusting to the replacement of the New Public Service Theory, and it also shows it’s feasible according to analyzing with spread driving model, as well as summing up spreading rules and features of micro-blog. At the same time the practices of government affairs micro-blog in tax and police departments play different roles to government’s image molding that reflect how to properly manage government affairs micro-blog has become a serious problem to be solved. On the basis of teasing out the main issues of government affairs micro-blog in bottleneck and summarizing the superior spread skills and reasonable mechanisms of the outstanding government affairs micro-blog, this paper further proposes six practical suggestions for developing government affairs micro-blog to promote a good image of government, that is: strengthening organization, designing position, implementing with standardization and individuation under the supervision, building “online and offline” management team, improving spreading skills, establishing incentive systems, etc.