The Study Of The Cyber Communication Tactics Government Image Management

Abstract:Under the framework of communication theory ,this paper focused on the communication strategies of government image management, proposing directed countermeasure through analyzing the basic elements of government image communication process , as well as the current methods of government image management.With the development of media ecology and the trend of media convergence,the different elements composing of government images have changed a lot.This study focused on the function shift of the elements ,by comparing the communication process of government images under traditional media environment with the process under cyber media environment .In those function shifts ,the most important change is that it is the audience that obtain any elements which is important to incode,and the priority to send some contents they have experienced onto the internet on government images.Comparing with the old time,the audience build up,by themselves,their own communication process which was promoted by those acitivitsts engaging the cyber community.it is government that is the terminal of the communication process.According to the current environment,the communication of gonvernment images is composed of not only the process of constructing the government images but also the process of responding to the criticism and fixing the images.Although the present study analyzed weakness and strengthens of the strategies of government images under the era of cyber space and also tried to figured out the some strategies of the media literacy of sender,the channel option,the content option,newsman in cyber space,public opinion monitor in cyber space, intervention option,this research made a conclusion that political achievement is prior to the images ,that is ,doing is more important than saying.The communication of government has partly quited from the model of single direction,in the era of new media ,when the audience was capable of searching imformation,mutual assistance,sharing materials to prove what the real images of the government is,thus,the communication of government images absolutely need to change by the measurement of public opinion ,sticking to the principles of justice,truth,concentrating on the audience,rather than unerestimate the capability of the audience or overestimate the capability of the government. The research questions proposed in this study mainly come from interviewing with some officers responsible for the communication process of the government and the cyber public opinion monitor in the government.