The Research Of Establishing Local Government Image In The Media Convergence Environment

With the advent of the mobile Internet era,the information dissemination system has undergone a fundamental change,"the terminal with people walking,information around the people turn" into a new trend,the traditional media and new media to the depth of integration of the road,the media convergence environment has become one of the label of today's society.The formation of a good government image to promote the government to deepen their own reform,improve public services,enhance administrative efficiency,while improving the people's satisfaction,happiness is of great significance.The factors that influence the image of the government are mainly two aspects: one is the image transmission of the government,and the other is the image transmission mode of the government.As the people 's government,serving the people is the foundation of the legitimacy of governing.Therefore,any administrative action starting point and foothold is to serve the people,to meet the needs of the people.A government in order to obtain a good social evaluation,to create a good image of the government must first ensure that their own behavior is fine,their behavior must not deviate from the needs of the times and the public's will.Shaping the government image of the focus is to take appropriate real-time behavior and effective response,including the government in the ideal government image under the guidance of the government's government as a result of value,administrative,government performance and many other aspects of shaping.As a bridge between the government and the people,the media plays an important role in shaping the image of the government.The traditional image of the government through the traditional media has been out of line with the social reality.With the help of financial media technology and platform,to achieve demand,information feedback,information generated between the three active interactive communication process is to create a government image of another key.The integrational development of the media is a "double-edged sword" for image establishing of the government.This article mainly explores the new features of the government image shaping in the media convergence environment,and starts according to the idea of submitting the problem,analyzing the problem and solving the problem.This paper analyzes the theory of media integration and government image formation by reviewing the literature,field research,data collection and analysis,and concretely analyzes the concepts and characteristics of the media and the concept of local government image.This paper argues that the emergence of public access to information in the media environment,the rise of non-professional teams in information dissemination,the freedom of information enlargement of public opinion and other new situations lead to new changes in the propagation environment.Through the investigation of the Z area,it is found that although the power of the government has promoted the shaping of the government image,the government still has the problems of lagging behind the development of the media,the indifference of the cadre responsibility and the improvement of the public media.In view of the above problems,this article mainly from the improvement of government behavior,media communication,public awareness at three levels to promote the construction of financial media platform,improve public opinion response,and actively spread the local excellent culture and other specific methods to establish a sound local government image shaping strategy and security mechanism.