Research On Government Image Communication In The Context Of New Network Media

China is experiencing a crucial period of changing in society, the frictions betweengovernment and the public often come out, with the tread of increasing in a time. At thesame time, the rapid development of new network media including portal website, BBS,blog, micro-blog, are paving the way for modern public administration. On the otherhand, characteristics of internet, such as decentration, openness, anonymousness andirrationality have decreased the prestige of the government, posing a threat togovernment image communication. Facing a new ruling environment, governmentshould carry out image communication on the basis of learning its own image.The government image communication involves government behavior andexplanation for behavior. Previous studies only focus on one aspect, with littlesignificance to government. This thesis hold the position that although governmentimage contains government objective image, media image and cognitive image, theobjective image can hardly be obtained in reality, so the focus of studying governmentimage should be given to media image and cognitive image. On the basis of theseconclusions, when it comes to sampling, this thesis will balance between media reportsand remarks from netizen.By analyzing internet reports and remarks from BBS, we draw conclusions aboutcurrent Chinese government image. Firstly, by anti-corruption, government’sresponsibility image is apparent. Secondly, government’s homooeconomicus qualityis obvious, and the image of prominent power is outstanding. Thirdly, government’srational image can hardly be detected. Fourthly, there are divergences between mediaimage and cognitive image. Specifically, the media image is diverse, while the cognitiveimage is monotonous. Further analysis found, that despite the Government’s rapidresponse in image communication, there are still problems to have to be mentioned,such as the poorness of image communication, inadequate communication mechanism,and the deficiency in media awareness.In the concluding part, this thesis proposes countermeasures to government imagecommunication under new network media environment. Firstly, optimize government’sIdea System, by raising legal consciousness and media consciousness. Secondly, perfectBehavioral System, which contains prompting political reformation. Thirdly, improvegovernment’s Explanation System. Based on building image detecting system,government should pay more attention to improve the ability to guide network public opinion, improve communication mechanism and supervisal system, as well asadvocating consciousness of media public relations.