The Local Government's Media-image Communication Strategies On The Background Of Cyber Supervision Of Public Opinion

Since we entered the 21 century, with the wide spreading and development of internet, the media ecology in China is experiencing profound changes. The public is becoming more and more used to expressing self-awareness and requirements via internet. As the space of expressing and forming public opinion, internet is more opener, more interactive and more immediate than any other classic medias. In recent years, a series of public opinion supervision events brought by internet are becoming the town talk among people. We can see from these events, on the one hand, the public behaviors to use internet to express ideas and maintain legal rights are affecting the progress of public opinion event; on the other hand, the officials from central to local governments are starting using internet to communicate with the public, and are actively responding and solving problems to maintain the government's image.With this background, the government is faced with many new situations in the problem of media image spreading. For example, the government is no longer the one way disseminator of media image, the public is changing from the role of classic audience to the two roles of both disseminators and audience. Meanwhile the government can't take control of what to spread any more, the spreading channels are much more than before. The communication factors are changing silently and have already formed a new spreading pattern gradually. While being faced directly with the public in the public opinion supervision events, the local government have more prominent difficulties and obstacles in the process of media image spreading. So they should pay much attention to a better way to spread their media image.This paper will be written with a three-stage technique, which will include 'what', 'why' and 'how', With the problem of how local government should take actions to spread their media image under the cyber supervision of public opinion as the main line, firstly, it elaborate the definitions, relationship and current situations between the cyber supervision of public opinion and local government's media image. Secondly, by analyzing the most popular cyber supervision events between 2009 and 2010, it discovers some profound problems within the spreading of media image of local government under the current background of cyber supervision of public opinion. Finally, aiming at these problems, the paper makes an in-depth analysis of the local government's media image communication factors. With the theories in communication, journalism, administrator science, public relation science, it explores the strategies of local government's media image spreading from the four aspects among communicators, subjects, channels and effects.Finally, this paper argues that the local government must strengthen the construction by themselves at first, no matter what spreading strategies are used; After all, how to work with cyber supervision is just one form among the many comprehend- sive abilities and qualities. Only truly people-oriented, sincere communicate on with the public, and actively work to improve and perfect the deficiencies and shortcomings, and strive to create the formation of fair, transparent, clean and efficient, standardized innovation in government management system, the local government can get the public's trust and support, and really win a good media image.