Risk Communication Perspective On Goverment Image Building

In the mid-1980s,Ulrich Beck, the German sociologist, believed that the current society istransforming from industry society to risk society. Then he proposed that the concept of risksociety.After30years of reform and opening up, there is a spurt of progress in the developmentof social economy, meanwhile, the "side effects" in the development of social economy are alsoincreasingly accumulated. Such as: mass emergencies are of frequent occurrence, China hasentered into the risk society which is described by Beck.In the face of frequent sudden risk events, as the main manager, the government, how tocarry out effective communication with the public so as to reduce the possibility of conflictbetween risk object and risk subject; how to decrease the damage caused by social conflict; howto rebuild the stable and harmonious social relationship between the government and thepublic;how to rebuild a good and responsible government image in the eyes of the public. Howto deal with these problems is a test for the government’s ruling ability and wisdom in the risksociety.Through the construction of risk communication model and the evaluation index system ofgovernment image, this paper would discuss that how the government in the risk situationconstructs risk communication system with the public, pressure group,and media to resolveconflict effectively and rebuild the good image of government, according to the evaluation indexsystem of government image, and the case of “Wukan incident”.