Building And Dissemination Of The Administrative Microblogging To Government Image

Government image is the government’s important "soft resources", it is not only the public overall impression of the government and its behavior and the overall evaluation, but also the important of government credibility, influence and charisma. As the Internet, new media, especially the appearance of weibo and the growing Internet population, great changes has taken place in our media environment and media ecology of the government image communication, network public opinion and public opinion is increasingly play a more and more important role in the news frame and the construction of media image. Under the background of information age, new media, such as the government affairs micro bo is not only expand the new field for government image construction and spread, but also provided a new communication carrier and mode of transmission, and to quickly spread speed and strong influence directly affects the model construction and the effect of government image communication awareness, as an important member of the new era of government image construction system.In this paper, it is the government affairs micro bo in new media era for the construction and transmission of government image as the research focus, through serious study of a large number of related literature and material, carefully summarize and analysis the government image definition, connotation and constituent elements, the government image communication ways and channels, as well as the introduction to weibo and government affairs micro bo, and at the same time combining with the development situation of e-govemment micro bo currently in the domestic status quo, points out that the government affairs micro bo for building and dissemination of the meaning of government image. Simultaneously by selecting two influential government affairs micro bo "FOR THE SECURITY OF BEIJING" and "JIANGNING POLICE ONLINE" on sina weibo as the research object, analysis about the present situation of its spread, respectively introduced the the basic situation of "FOR THE SECURITY OF BEIJING" and "JIANGNING POLICE ONLINE", and the weibo interface visual image elements, and through content analysis and text analysis method to analysis and comparison of the two big government affairs micro bo in the spread of the subject, language expression, release time and spread interactive situation is different. Summarize the existing problems and insufficiency of domestic government microblog by weibo analyzing "FOR THE SECURITY OF BEIJING" and "JIANGNING POLICE ONLINE", as well as the challenge microblog era government image building communication would face, government affairs micro bo communication effect factors, and summarizes the government affairs micro bo building and dissemination strategy of government image.