Research On The Image Dissemination Of Grass-roots Government From The Perspective Of Agenda Setting

With the continuous development of our country's economy and society,grass-roots governance has been paid more and more attention.At the same time,under the background of accelerating the development of media integration,local governments at all levels have paid more and more attention to the dissemination of their own image in recent years.However,due to the rapid change of media communication environment and the reconstruction of public discourse power,there is often a big gap between the starting point and actual effect of image communication of grass-roots governments.How to break through the constraints of limited public resources at grass-roots level,break through the dilemma of image communication,and shape and disseminate a good public image is an urgent problem faced by grass-roots governments.From the theoretical perspective of agenda setting,based on the integration of policy agenda,media agenda and public agenda,this paper constructs a theoretical analysis framework of image communication of grass-roots government,takes the image communication behavior of Qinhuai District Government in key public projects as the research object,and explores the image communication of grass-roots government under the background of the development of media integration.Through the case analysis,this paper explains the whole process of image dissemination of grass-roots government,and analyses the practical application and guiding significance of agenda setting theory.Through the demonstration of the core sample,this paper systematically summarizes the difficulties faced by grass-roots government image dissemination,and probes into its deep-seated reasons.According to the communication law of agenda setting and the characteristics of media,this paper puts forward the Countermeasures of optimizing the image communication of grass-roots government under the background of media integration,guides grass-roots government to grasp the law of communication accurately,accurately focus on public needs,and strengthens the whole process management of image communication,so as to provide valuable suggestions for grass-roots governance.