Analysis Of The Effect Of Image Communication Of National Leaders In WeChat Community

With the increasing maturity of new media technology,it has gained more and more attention as a communication path.The political image of a single and serious national leader propagated under the traditional media era has become increasingly unable to meet the needs of the current domestic and international situation.The media is also slowly discovering that the image of a personalized leader is more acceptable to the public than the stereotypical image of the past.As one of the WeChat public Numbers with the largest number of followers,the "learning group" has been recognized and accepted by the public for its dissemination and construction of the image of the leader and its influence.Based on the new media environment under the background,according to the knowledge related to such disciplines as politics,communication and image,to "study group" in 2016 on May 1 to 1 October 2016 days WeChat about xi jinping,general secretary of the public,the content as sample,study in WeChat community national leadership image communication effect.By analyzing the issues in the sample,quantity,amount of reading and point praise,found that as the official media,"study group" in the spread of more political issues and promote national leaders of the political image,and the audience because of the personal information of the country's leaders understand that there is a new move less and are more willing to accept personal traits class issues and personal image of the state leaders.The image of the national leader can be divided into visual image,ethical image and talent image,and the three aspects also show new features in the new media.The leader's image is more down-to-earth,pro-civil and comprehensive,so that the audience has a strong sense of identity with the leader.The image of the national leader still exists in the communication cycle too long,the topic structure is biased,the interaction ability is insufficient,and resulting in the spread effect is not ideal.On this basis,the image communication of national leaders should shorten the publicity cycle,adjust the agenda and enhance the interactive ability.