A Study On The Impression Management Strategy Of The Party And Government Public Servants On Weibo

Now the development of micro-blog platform has entered a new stage,the micro-blog account of the Party and government officials has the dual attribute of "private" and "public",which has high research value.Their impression management on the micro-blog platform has also undergone a new change.I put "People’s Daily Report 2016" in the national government of 20 public servants as the object of study,using text research methods,combined with the number of Micro blog text,high-frequency vocabulary and the trend of attitude of 20 party and government officials of on 2017,summarized the overall status of the development of the 2017 years.Research shows that at this stage of the micro blog platform,the impression management of the party and government officials adopts three different management strategies,such as acquiring,protecting and indirect.I combined the Internet media ecological environment in China,and then materialized as "Topic marketing","Boastful strategy","Eliminating hostility" and "Utilizing Middle cube".Through the analysis,it is found that the communication force of 20 public servants in the 2017 has changed in the way of constructing various images.At present,the management of private image in Chinese political field still exists problems such as "lack of character personality","the lack of woman’s discourse rights,the" information homogeneity "and" the low degree of democratization "and so on.In order to build a good impression and to create a democratic network of public opinion Environment,party and government officials should not only do a good job of continuous image management and maintenance,but also can play the role of public opinion leaders to guide public opinion towards the maintenance of social stability in the direction of progress in the event of crisis events.