| Recently, with the rapid development of mobile Internet and smart terminal, all kinds of new media represented by WeChat, forum, and news client and so on has broken through fixed communication pattern of traditional media existing for long time, and changed communication environment of information, bringing about profound influence on national politics, economy, society and culture and so on. The image moulding of government needs further research.The research starts from related concepts to government image building and new media environment based on features of local government from perspectives of political communication, public management and public relation and analyzes features of local government’s image and current situation of county level government image building under new media environment by taking Yunxiao County as the example. The thesis systemizes in detail main practice of Yunxiao County in government image building under new media environment, summarizes insufficiencies existing in government image building of Yunxiao County under new media environment and proposes suggestions based on practical situation about reinforcement in publicity in order to build excellent government image centering on research purpose to build excellent government image and improve level of leadership of local government with comprehensive application of research methods including literature review, empirical study, induction and deduction and so on.The thesis is divided into five parts:The first part indicates topic and significance of the research, reviews research situation home and abroad, introduces research methods and innovation as well as insufficiencies of the research.The second part defines new media and new media environment, indicates definition, content and characteristics of government image, importance and necessity of government image building, and the related theories and definition of government image building.The third part analyzes the active effects brought about by new media including breaking through monopoly of traditional media, emergence of non-professional team in information communication, amplification of social public opinion power, positive effect of new media environment on local government image publicity, building excellent pubic management environment, excellent interactive relation with the masses, and development of crisis management as well as negative influence on difficult, authority and creditability of government management.The fourth part summarizes a series of practice of Yunxiao government to improve government image like promoting information disclosure by taking advantage of new media, developing guidance service with new media, optimizing public service and improving efficiency and so on, and systemizes dilemma existing in Yunxiao Government in response to new media environment. It summarizes success and failure of Yunxiao County in theoretical aspect through analyzing two locally typical cases with historical representativeness.The fifth part proposes specific measures to establish new media cooperative platform, improve working mechanism contacting and serving public under new media environment, establish local think tank, cultivate opinion leader, take advantage of new media to publicize local culture, improve image and popularity of Yunxiao County and improve overall regional image of Yunxiao County targeting at practical situation in Yunxiao County, and proposes further strategy to build local government image under new media environment, referring to emphasize public enthusiasm to participate in politics, improve public media quality, improve online public opinion and guidance mechanism, improve laws and regulation to establish online public opinion supervision system, strength self-construction and build excellent leader image. The last part sublimates based on above parts and proposes to improve government behavioral system, optimize communication environment, improve government behavior explanation mechanism, and improving supervision mechanism over new media to deepen the portrayal of the safeguard mechanism of local government. |
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