Research On Improving The Image Of Chengguan In The Era Of New Media

Chengguan(local government enforcers)has long been perceived neutrally,even negatively,by the public,especially in the era of new media like today.The advent of instant chatting tools and high-speed and convenient wireless internet services enable the occurrence and dissemination of news to be extremely fast and easy.In a context where everyone can be a spokesperson,public judgment,analysis,comment and post-processing of news tend to be diversified,free,and subject.These characteristics of new media further exacerbate the image of Chengguan to be more embarrassing and negative,which has already been proved in the final analysis of the one-month social survey.It has been a challenge to be urgently faced with and tackled for the administration in office to effectively improve and rebuild the image of Chengguan.This paper discusses the topic in four parts.The first part,taking Yinzhou District as an example,illustrates the image of Chengguan in the context of new media in the form of both words and charts according to the data collected in the questionnaire survey,online survey,and interviews,representing an accurate picture of the fact with detailed statistics.The second part focuses on a comprehensive analysis of the reasons why an image crisis occurs,including the public value orientation,subjective judgments,problems of Chengguan itself,public recognition of the governmental image in social context,and invalid lawful regulation and control of the vicious spreading of the news,in the hope of making clear the in-depth causes of the crisis.The third part demonstrates the realistic significance of reshaping the image of Chengguan in the era of new media by elaborating the importance of settling the image crisis,the urgent need for improving the image of Chengguan,and the role of improving the image of Chengguan in bettering the image of the Party and government and promoting social harmony,so as to stress the essentiality of the subject.The fourth part,penetrating the topic from organizers,executors,and participants,proposes the measures to improve Chengugan's image by applying knowledge from Public Administration,Journalism and Communication,and Psychology,especially the trinity of decision-making,execution,and evaluation from the organizational framework of Public Administration.First,efforts should be made to guide the public opinions including conducting crisis management for revilements and taking the lead to comment positively.Second,the team-building should be strengthened,including improving service qualities,conducting theme education,managing internal performances,and stepping up examination,supervision and return visits.Third,rational regulations in accordance with law should be amplified,including reinforced regulations on the spreading contents and channels and redoubled punishments for disseminating negative news.Fourth,more parties should be involved in governance so as to bring the precautionary function of media into full play and promote collaborations within government bodies.The image of Chengguan in the era of new media will undoubtedly be rebuilt through the active and joint efforts of all parties.