The Government's Image Cognition Communication Mechanisms Based On The Evolution Of Social Network

China has now entered a critical period of social transition, multiple-interests pattern forms, various social contradictions have become increasingly prominent. Many events involved in the government's image quickly become the hot spots and focus of public opinion upon the occurrence of the unexpected events. At the same time, the development of Mobile Internet makes online social networking applications become increasingly important in our society, as information communication channels and aggregation platform of public opinion. It also helps us to observe social network relationships in the real world.From the point of view of the making, communication and tactics about government's image, this paper has combed the papers about normal and abnormal propagation of government's image respectively in the social network. And the basic theory and application of social network analysis are summarized. Based on the review of domestic and international researches, we propose the following topics: this paper explores the dynamic evolution of the microblog network topology under emergency using social network analysis, and analyses the government's image cognition communication mechanisms based on the evolution of topology, trying to put forward countermeasures about government's image in social network.In this paper, quantitative and qualitative methods are used in Shanghai "12 ? 31" Bund crowded stampede empirical analysis. Research findings are as follows: Communication network in the event of the Outbreak are characterized by rapidly increasing scale, low correlation, low reachability and the alienated relationship. Transitional period are characterized by the improvement of information transition efficiency and enhancement of the cohesion and the centralization trend is clearly. In the event of the Climax, factions stand in great numbers whereas connect well, the core status of the media and government are further consolidated. In the event of Recession, the evolution of the network is complete and the structure is stable, forming a pattern of the opinion leaders——multiple subjects at the core, hierarchical diffusion in the periphery. The power of the communication network is centralized, news media construct the mainstream of the opinion leaders, while Shanghai local media are "collectively aphasia".Then this paper continues to study the relationship between the evolution of topology and government's Image cognition through descriptive statistics, and explore the government's image cognition communication mechanisms based on the evolution of topology. Research findings are as follows: In the control of the mainstream traditional media and government organizations, neutral and negative cognition dominated the communication network. As the network size increases and the enhancement of the information transmission efficiency, negative perception of the government image shows a trend of expansion. Although the traditional mainstream media and government bodies serve as the main opinion leaders in this emergency, low centralization indicates that overall guidance of public opinions is not strong. Its digestion about negative cognition on the image of the government has not revealed clearly. Key minority opinion leaders play a guiding role, news websites communicate the news early, but the mainstream traditional media and government organizations possess the official resources and assume the primary role of agenda setting.Through the above analysis and discoveries, this paper draws the following conclusions: Adverse government actions are the root of the negative cognition of the government's image. Government image is formed and communicated in interactive social network. Public awareness of the image of the government evolves with the evolution of communication network. So,eliminating the negative image of the government firstly needs to fundamentally strengthen the government body and the reality. Secondly spatial logic of social network and the evolution of temporal logic in the emergency are used simultaneously to control the image of the government. Lastly,constructing a new management pattern about government's image which multiple subjects are in collaboration with the government.