Study On Improvement Of Service-oriented Government Image By Government Affairs New Media

The new public service theory is a widely-spread theory in the west.The experts and scholars of the public administrative field in China have treated the concept of service-oriented government as their research focus of theoretical study since 2002.More and more experts and scholars proposed that we should also build a service-oriented government in China as well.Mass media is the main channel for the general public to know the government image,and it's also the main approach to build government image.Under the wave of "Internet+" era,the whole mass media ecological system faces big changes all the time.New forms of media appear every day.Now,the most popular forms of new media include Weibo,Wechat and mobile APP.In terms of the development history,Year 2010 is called the First Year of Weibo,and Year 2011 is called the First Year of Government Affairs Weibo.With the change of new media form,Year 2013 is supposed to be the First Year of Government Affairs We Chat.The fast changing and constantly emerging of new media are putting forward the new challenges and requirements of the construction,spread and improvement of China government image.Of course,the government treats new media as an important part of daily work is the specific embodiment of the route of the mass.For China government,government affairs new media is not an innovation of working style,but also actively build the new pattern of public opinion in the internet age.From the multiple visual angles like political science,public administration and journalism and communication,my study will start from the relevant concepts of traditional media,government affairs new media and government image building.After that,I will take an example of <Shanghai Release>,the Shanghai government affairs new media platform,and analysis the audience distribution and focus of government affair new media,and then I will analysis the challenges and opportunities brought by the government affairs new media to government to build government image.After that,I will try to analysis the importance,necessity and feasibility for the government to use government affairs new media to build service-oriented government image.Finally,I will suggest the strategy of how to use the government affairs new media to build service-oriented government image.