Research On The Communication Strategy Of Government Image In Government WeChat

Traditional government image communication can not change the stereotype of the audienceto the government,with the government wechat as the representative of the new media has really changed the relationship between the government and the audience.From the "onlookers" to "custom and service",the government image communication opened a new door.In the new media era,it is of great significance for the construction of the service oriented government to use the government wechat.About the relationship between the government image communication and government WeChat,through the analysis of the theory of government image communication,this paper analyzes the elements of the process of transmitting the government image by the government WeChat.It is mainly composed of the main body of communication,the content of communication and the effect of communication.And then analyze the WeChat government through this new platform,making the government image communication and open up a new situation from three aspects: first is to break the traditional media monopoly,to enhance the image of the government,the second is to change the stereotype,reshape the image for the people serves;the third is people pass the comb communication channels,build service government.On the basis of the current development situation of governmentwechat,taking the typical case "Foshan-Release" as the research object,using content analysis and in-depth interview to analyze the main body,content and effect of communication of government wechat,reflections on the status quo of " Foshan-Release " from the perspective of impression management theory.Combined with the results of the analysis,the paper concludes that the current government wechat lack of originality,entertainment too strong,not timely response to the review,the layout is not reasonable.Combined with the theory of government image communication and the practical needs of the wechat,put forward four suggestions such as build core products,dissemination of quality content,optimize feedback,build professional team and linkage mechanism.