The Modern Chinese Government Image-building Under The Circumstance Of Network Public Opinion Crisis

Government image is the reflection of the government's comprehensive ability, evaluated by the social public according to its external characteristics. In this sense, the government's image includes two aspects as follows, one is the objective overall effect generated from the governmental organization system with internal structure and activities in the operation; the other is the integrated impression given by the public when they evaluate the objective overall effect. Thus, to enhance the image of the government not only means the improvement of the government efficiency, but also means that the government has won the public greater psychological identity.Network public opinion crisis is a kind of crisis for modern government under network technologies. Disseminated timely and extensively through the network, negative information causes challenge to government authority. If the Government can not take timely and correct responses, it would reduce the public support and identity, giving rise to image crisis, the essential content of which is executive power crisis. But to the image of the government, the crisis not only means a negative destructive force, it can be the government's opportunity to reshape its image. Through the effective management to the network public opinion crisis, the government can regain the public's trust and recognition. The good image of the government set up through this opportunity, will become an effective resources to improve the network public opinion crisis management. The complex relationship between each other provides feasible foundation for building the government image under the circumstance of the network public opinion crisis.China is in accelerated phase of social transformation. The whole society is undergoing tremendous change. The phenomenon of interest division and conflicts are increasing due to economic and political transition. The public is eagerly expecting the government to take social equity into account while improving the administrative efficiency. Thus, the public seek the input channels of expression actively to express their aspirations and demands to the government. However, due to historical and institutional reasons, our existing channels of participation within the system still can not fully meet the expressed needs of the public. The advent of the Internet has changed this situation to some extent. It has the anonymity, speed and other features, making the public more willing to use this platform to express their interest. In this sense, it should be worthy of recognition when promoting China's democratization process. However, the ability of participation and quality of our public are not very ideal, and the network media itself is a full expression of rational and irrational contradictions, coupled with the Government indeed have trouble in the course of public affairs. Under the combined effects of such factors, Chinese network public opinion crises outbreak and cause serious challenges to the two core factors of the image of the government, the credibility and legitimacy of the government.Under such severe situation, building the image of government in China appears to be particularly urgent. From a practical point, our government has taken relevant measures, making the network public opinion crisis receive an initial management. However, the network public opinion crisis is an emergent novelty. The government can not fully grasp the internal rules and pathogenesis of the crisis. The effect of control measures is not that satisfying. In addition, in the process of the crisis management the government itself has some problems as follows. The government's integrity should be strengthened; the government has yet to perfect a code of conduct; the government needs to establish the emergency financial system urgently; the government crisis management mechanism needs optimizing. The reasons for so many problems have appeared, speaking from the source, can be attributed to these as follows:poor awareness of the government network public opinion crisis, the government and its administrative staff lacking moral demonstration, weak public relations capacity of the Government, inadequate driving force in network public opinion crisis management. Due to the combination of above factors, there are still many deficiencies in building the image of the Chinese government.Aiming at the above problems and shortcomings of building the image of Chinese government under the network public opinion crisis, the government needs to reshape its values and leads the process of network public opinion crisis management with responsibility, people-oriented idea and performance philosophy if it wishes to complete the arduous task of building the image. Meanwhile, the government should also take specific strategies, such as strengthening the awareness of crisis management, improving the legal system of the network public opinion crisis management, building financial guarantee mechanism of the network public opinion crisis management, building the governance coordination system and improving the information dissemination mechanism of the network public opinion crisis management.