Investigation Into The Interaction Between Leader’s Public Image And Mass Media

The public recognition and evaluation of the image of leaders will reflect their common aspirations. The current era sees the rapid development of mass media and ever-increasing potency of public opinion, and the effect and impact of leaders’public image are thus becoming more and more significant, making its construction and communication a highly meaningful research topic for both theory and practice.Theories and methodologies of communicational, political, managerial and visual studies have been employed during the in-depth research of the communication and construction of leaders’public image, with the interaction between public image and mass media being the point of penetration. Emphases were laid upon:1) exploration into the concept, connotation, constituents, influencing factors, essence and effects of leaders’public image;2) investigation into the interaction between mass media communication and importance of public image, media type and image communication, determinants in the image conveyed by media, traditional media’s rendering of leader’s public image, new media and image communication etc. from the perspective of the construction and communication of leader’s public image by mass media;3) theoretical elucidation and field survey of the leaders’public image and public expectation, influencing factors in the public recognition of image revealed in the media, and its current situation, all from the viewpoint of the public recognition and awareness of leaders’public image;4) strategic proposals for the construction and communication of leaders’ public image viewed from aspects including the optimization of leaders’media skills, design of image keynote, principles of image construction, strategies for building external image and language competence, media relations, active direction of public opinion, reputation restoration, deliberate building of leaders’public image etc. Finally, the analysis of the image communication of the newly appointed national leaders is included in the conclusion of the dissertation.