Micro Media Perspective Image Creation Research Of Local Government

The eighteenth report put forward to "innovate the administrative way,improve the government credibility and the ruling power".Local governments as the main body of the implementation of policy in china,its image quality is not only directly related to the credibility of the strength and credibility of local governments,but also reflects the comprehensive quality and the ruling ability of local governments.Therefore,local governments in addition to show their "hard power",more to highlight their own "soft power",In the social public to create a good image of the local government and bring higher authority,cohesion and appeal of the local government,More of its own construction and economic development.In recent years,the number of Internet users and mobile phone users in China is soaring at an alarming rate.With the development of information technology trend of strong,The micro media is rising,represented by portal website,forum,blog,microblog and WeChat,has changed the media's architecture and the power of the pattern,making the original image of the government environment has undergone tremendous changes.Compared with the traditional media,the micro media has its incomparable advantages,not only make the public have a "voice" and enhance the autonomy and enthusiasm of public participation in democratic politics,but also innovate local government administration and enrich the exchange of channels between local governments and the public.It can be seen that this subject has high theoretical value and practical significance.Therefore,this article attempts to shape the image of local government from the perspective of micro-media,through the comparative analysis and case analysis to deepen problems,analyze influence factors and put forward the relevant countermeasures and suggestions,in order to contribute to this subject.This article is composed of introduction and four chapters.One is to define the concept of local government image,analyze the constituent elements of local government image.Two is to analyze the traditional media and the local government image,first described the meaning of traditional media;second analyze the traditional media on the local government image shaping what limitations;finally highlight the micro media is necessary to shape the image of the local government.Three is to analyze the current situation of micro-media on the local government image,first reviews the micro media and its development;Second through the case analysis of "@Jiangning Public Security Online" concluding the positive role of micro-media in shaping the image of local government;Finally through the case analysis of"Guangdong Maoming PX project conflict" concluding the micro media posed a challenge to the local government image.Four is to put forward the countermeasures and suggestions of shaping the local government image under the perspective of micro-media.In view of the above limitations and challenges,from five aspects elaborates,including local government image positioning,propagation mode,responsibility system,risk prevention mechanism and brand image.