A Study On Local Government Image Shaping In The Era Of "We Media"

With the wide application of smart phones and the popularity of mobile Internet,we media platforms are emerging in various forms.This trend has greatly changed the publicity mode of traditional media,making the information transmission mode of we-media platform have completely different characteristics from that of traditional media.The government has changed from a former manager to a service provider and started to actively use the "we media" platform to communicate with the public and improve the interaction between the government and the public.At the same time,the development of "we media" also promotes the awakening of people’s awareness of political participation,and people’s enthusiasm for political participation continues to rise.Good image building enhances the credibility and credibility of the government.However,we media platforms also bring new challenges and problems to government image building.Therefore,it is imperative for the government to strengthen the research and understanding of "we media",improve the knowledge and understanding of users of "we media",and establish a scientific and accurate information release mechanism and management system for "we media".This thesis aims to deeply analyze the image building of Chinese local governments in the era of "we Media".The methods of literature analysis,case study and summary are adopted.The first part of this thesis summarizes the relevant researches on government image building at home and abroad.The second part,based on the theory of image restoration,process reengineering and new public service,discusses the restoration and strengthening of the government image in the we-media communication of the Tianjin Port explosion and the publicity incident of the Director of Ganzi Cultural Travel Agency from the three stages of cognition,identification and action.And analyzes the problems and reasons in the process of local government image building.In the third part,this thesis puts forward relevant suggestions as well as ways to optimize the image building of local governments in the We-media era.This thesis finds that most local governments have problems in their image building in the era of "we media",such as lack of homogeneity and innovation of government image communication content,lack of attention to government image,unclear government image positioning,lack of government "we media" professionals,and lack of effective communication between the government and the public.Through analysis,it is concluded that the root cause of the problem lies in the lag of related strategies of government image communication,the lack of clear objectives of government image building,the lack of personnel construction of government image building,and the imperfect mechanism of interaction between the government and the people.In view of the above problems,the government needs to take five measures to ensure the efficient operation of public services by innovating the content and strategy of government image communication,enhancing the attention of government image,perfecting the response mechanism of government image building,strengthening the construction of professional team of government image,and strengthening the information interaction and exchange with the public in image building,so as to provide a feasible reference for the government image building and credibility improvement.In short,the era of we media has put forward new requirements and challenges for the image building of local governments,which requires the government to strengthen self-construction and innovation,and adopt more scientific and effective image building strategies.The research results and suggestions in this thesis have certain practical significance and guiding significance,and can provide reference and help for local governments in image building in the era of we media.