The Dissemination Effect Of The Government WeChat Platform And The Shaping Of The Government's Image

With the rapid development of the Internet,the governance environment of the government has undergone profound changes,and the government WeChat has become an important platform and communication channel for the government to improve the network public opinion ecology,reshape the image of the people,and improve the social governance capacity.However,in the face of the development of social media and the improvement of public enthusiasm for political participation,most government WeChat platforms still remain in the stage of one-way release work and activities.The overall communication effect is not ideal,and the shaping of government image has not made strides.This paper takes the government WeChat platform "hangzhou release" as an example to study the communication effect of government WeChat platform and the influence of government WeChat on the government image building.It systematically discusses the communication effect of government WeChat platform under the effect or restriction of different influencing factors,as well as the influence on the government image building,and puts forward feasible Suggestions.First of all,the research background and significance(including theoretical and practical significance)of the paper are expounded,the research status of WeChat platform and government image relationship in China and abroad is summarized,and the research methods and ideas of the paper are clarified.Secondly,this paper discusses the operation status,characteristics,problems and communication effect of local government WeChat platform,and takes "hangzhou release" as an example to introduce the basic situation and achievements of the release platform,and specifically analyzes the communication effect under the effect of the title,content setting,innovative expression and image vision.Finally,the analysis of the effect of government affairs micro letter platform of government image,main show is extend the range of the spread of government image,is advantageous to the government image mold and modification,widen the channel of the government image promotion and so on positive influence,and influence the spread of the government service concept,weaken the government credibility construction,to reduce the government administrative efficiency,damage the overall image of a negative image.Based on the above impact analysis,the author puts forward targeted countermeasures andSuggestions to optimize the communication effect of government WeChat and improve the government image,mainly including four aspects: accurately positioning the service function,timely responding to public opinion concerns,realizing cross-departmental linkage,and improving team quality.