Research On The Media Image Communication Effect Of China's National Leaders In The New Media Environment

With the continuous development of political democratization,political communication is playing a more and more important role in the global media environment,and the dissemination of national leaders' image is one of the key links.In the new media era,the trend of media convergence is deepening,which provides ideological basis and communication means for the transformation of China's national leaders' image.With the convening of 18 th CPC National Congress,the new leadership group headed by Xi Jinping has attracted much attention at home and abroad.Driven by the concept of innovative development,how to use the characteristics of new media platform to enrich the communication means of national leaders and improve the communication effect has become an important thinking direction of political communication in China.This research mainly adopts the method of questionnaire survey.By using SPSS 19.0software to analyze 716 samples and combining with the analysis of the specific characteristics of the national leaders' image on mainstream media,it is concluded that the new media concept of mainstream media has initially formed,the media image recognition system is approaching maturity,the traditional media and the new media have formed a good cooperation,the popularization of the reporting language has achieved good results,the combination of objectivity and positive propaganda has been realized.Besides,there are also some problems,such as the insufficient effect of image communication in new media,the lack of balance and decentralization in the communication of national leaders' image,the stereotyped impression of the national leaders' image by the audience,the poor interaction effect,and the setting of reporting topics is not in line with the needs of the audience.Combining with previous research and quantitative analysis,this study puts forward suggestions on the optimization of the communication effect of national leaders' image from five perspectives,such as promoting the continuous innovation of new media concept,optimizing the construction paradigm of new media image of national leaders,etc.