The Research On The Media Image And Communication Effects Of City Administration Officials From The Perspective Of Political Rhetoric

The researches on the media images of domestic bureaucrats are mostly based on stereotypes and serious reports.However,with the change of political ecology,the rise of popular culture and the development of media technology,the media image of buraucrats has been changing constanly.At the same time,existing researches mostly focus on the image of national leaders and national image,and have said little about city leaders and city image.Driven by the municipal government's desire to promote its city image through media,the political rhetoric and image of local officials have started to change.Political show has gradually penetrated into the daily life of the people,and politics has been situated in an environment of"theatrical politics".Base on Bitzer's scenario rhetoric theory,this study uses the city leaders appeared in Charming China season 1 made by CCTV Finance Channel as research object.It conducted content analysis of 32 city leaders' speech using R language.The study found that the high frequency expressions used by city leaders are mainly about city positioning,city history and culture,city environment and city spirit.These speeches also reveal strong regional and ethnic characteristics.And in terms of form,city leaders added more personalized expressions to the speeches and bulit a brand-new personalized image.They are increasingly changing from officials to spokesmen and salesmen.In addition,through an online questionnaire survey of the audience(N=3570),we found that the innovative performance of the city leaders in this program radically changed the people stereotypical impression and stimulated their potential desire for traveling.And among different groups,the middle-aged,the political-sensitive,the well-educated,the people living in big cities and the staff of public offices and nationality institutions are more likely to enjoy the speech of city leaders.At the same time,these people are more ready to recognize the close relationship between city leaders and city image;The logistic regression results show that the political interest,program interest,and age are significant in the two models.Model one is the greater possibility that the audience think the urban politicians have a strong effect on the city image.Another is the greater probability that the audience change their previous image of city politicians observably;People from the 32 cities appeared in the program are more interested in the program and give more positive feedback than those who do not live in these 32 cities.Hypothesis testing shows significant differences between the two groups.In terms of the criteria for evaluating a city's charm,people give more emphasis to natural environment and humanity history,instead of more realistic education,healthcare and economic growth level,which shows that people more often evaluate a city in the perspective of shortterm visit rather than longterm living.The paper pointed out that the emphasis and framework expressed by the rhetoric of city leaders as a whole are similar,and they are consistent with the shift in the study of the city's image.Beyond the logical transmission of information,it began to have more interpersonal meaning.And the performative elements that city leaders add to their speeches have become an important part of political rhetoric.Based on existing researches,this paper proposed the influence model of government image and mass acceptance dynamics,which establishing the link between the image and the effect.Different from the traditional western political rhetoric,which is dominated by elections and other political content,domestic topics focus on highlighting cities.This scenario determines that city leaders need to further accurately grasp the characteristics of the city,demonstrate a more pro-active attitude,and consider the combination of self-expression and audience expectations,so as to complete the mutual upgrade of the two images.