Research On The Operation Mode Of Weibo In Government Image Molding

The image of the government is the recognition and evaluation of the government's overall quality,comprehensive ability and governance performance by the public at home and abroad.With the continuous advancement of modernization and the continuous improvement of the public's needs for the government,the traditional regulatory government has been unable to adapt to the needs of the situation,and the functions of the government need to be timely transformed.In such an environment,the service-oriented government came into being.The service-oriented government is required to take serving the people as a principle and attaches great importance to the needs of the people.The construction of a service-oriented government requires the government to take many actions,such as taking the initiative to undertake public service responsibilities,deepening the reform of the administrative system,optimizing the government's social management,and shaping a good government image.As an important part of the government to win the recognition and enhance the legitimacy of the citizens,it is very important to build the image of the government.At the same time,government image,as a "soft power",is also an important resource for the government to effectively perform its functions.A good government imagehelps to improve the level of public recognition in the region,enhance social cohesion,and better achieve the government's policy objectives.There is a positive correlation between government image and government credibility,so we must attach great importance to the shaping of government image and improve government credibility by establishing a good government image.The new media represented by the government micro-blog can help the government to form two-way feedback on the expression of public opinions,deepen the reform of the administrative system,improve the government's public service level,and thus improve the overall efficiency of the "service-oriented" government.With the deepening of the "Internet Plus" mode in China,new media is becoming more and more developed,and the government image is becoming more and more open and transparent.How to make good use of the modern network tools and establish a good government image has become an important issue in front of the modern government.At present,the media ecological environment of government image communication has undergone a great change.Compared with the traditional one-way communication mode,new media tools,including government micro-blog,provide a new channel and mode for the communication of government image,which greatly expands the field of government image communication mode.However,to what extent the government's micro-blog can help the government's image dissemination depends largely on the operation ability and performance of the government's micro-blog,which in turn is related to the operation mode of the government's micro-blog.Taking "jiangning public security online" as an example,this paper conducts an in-depth study on the operation mode of government microblog in the process of government image building.Meanwhile,in the case of the "middle school student death incident in luxian county,sichuan province",the operation failure of the local government's new government media caused a negative case of major public opinion,and the causes of the poor operation of the new government media were analyzed.From the analysis,it is found that there are still many shortcomings in the currentoperation of China's government microblog.With the interview with officer W,the operator of "jiangning public security online" as the practical experience support,the author focuses on discussing the role and significance of government affairs microblog in the construction of government image,and provides practical operational experience with feasibility,which provides reference opinions for the operation of government affairs new media in China,especially at the grass-roots level.This paper makes an in-depth analysis of the problems existing in the operation of government weibo in the process of government image building,and finds that in the current operation of government weibo in China,there are deficiencies in the aspects of operating subjects,operating systems,operating means and methods,etc.,and provides a feasible optimization path accordingly.