Research On Government Image Communication Strategy For NET Generation

The image of the government has enormous external benefits.It can build social trust,enhance the government's credibility,improve the level of governance,enhance government cohesion,increase competitiveness,and enhance international status.The globalization of information brings opportunities and challenges to the spread of government image.The Internet society with concealment,convenience,immediacy and interactivity creates more possibilities for young people.The network subculture was born.In recent years,online buzzwords have occupied half of the network subcultures.Once they appear,popular words have quickly become the object of consumption.Relevant government departments have also introduced network buzzwords to meet the psychological needs of younger audiences.The medias product expression packs that is also very popular on the Internet.They have tried to use the expression packs to promote government affairs and create an image of non-perfect role.Therefore,this paper takes net generation as the research perspective,analyzes and explores the government image communication strategy in the network context through theoretical analysis and case study.Firstly,combing the concept of network generation,then analyzing the characteristics of net generation and their modes of communication,highlighting the positive role of the net generation;pointing out that the subject,the object of government image communication,and the media have changed in the network context,pointing out that the government needs to adopt new communication measures.The second chapter analyzes in detail the performance and existing problems of government image communication in the network context.According to the needs of the net generation,the government's communication measures are mainly reflected in that from the perspective of government organization,the expression of the government leaders has shaped the image of the government;in terms of dissemination of content,image narrative promotes the dissemination of public affairs;in terms of the media,flexible government interaction is built through a personalized communication medium.There are problems in the process of image dissemination of the government.The downward shift of the right to speak forms the reversal of news,the media dependency leads to the multi-entertainment of social participation in politics,and the emotional spread of the public causes the public opinion to be out of focus.The third chapter is the construction part of the communication mode.According to the revelation of the government image dissemination and the solution to the problems in the government communication,a communication mode of adding new elements is constructed on the theoretical level.The government t and net generation are the multi-participatory relationship with the service-oriented government as the core.The service-oriented government is the core communication subject,net generation is the social participant,and the government and net generation are the dialogue and negotiation communication relationship.Between the government t and the media,the diversified media innovates a new pattern of government image dissemination.It is reflected in that the performance of the media is increasing,media discursive creates a government interactive atmosphere,strengthens the check function,and sets up a new network order.Between the media and the net generation,media empowerment has played a new potential for the spread of the Internet,mainly in the following three aspects: media empowerment strengthens network participation in politics,media acculturation reshapes the rational of the net generation,media literacy standardize the interaction of the net generation.The fourth chapter summarizes the strategies of government image communication,mainly in three aspects: firstly,practice the dominant function of government communication subjects,and secondly,call for rational return,thirdly,expand the channels for government image dissemination.