The Research Of Creating Benign Government Media Image

Government media image is a reflection of the behavior of government agencies andtheir staff in the public mind. Excellent image of the government media can enhance thegovernment’s authority, credibility, cohesion and appeal. Mass media is an important factorwhich can affect the government’s media image. Through the modern communicationtechnology, creating the government’s media image, not only conducive to promoting therealization of government’s own construction, and is also helpful to the development of thesocial and economy in this region.Nowadays，the era of the public crises happened frequentlyand the mass media well-developed, the government showing their media image throughpositive interaction with the media is an important topic which the whole society should faceto.In recent years, city inspectors have been one of the groups which are most criticized bynetizens, as violent law enforcement cases occur one after another. In public opinion, thetendency to “evilize” city inspectors is obvious and the topics about them are lack of fairness.Even rumors about them were accepted by netizens without consideration. The image of cityinspectors came from the mass media’s report, as it is the leader of public opinion and caninfluence it by setting agendas. As a result, the construction of positive image for cityinspectors calls for the active agendas from the government and the media, which can furtherinfluence the public opinion and reverse the situation of unfair topic concerning cityinspectors.This essay aims to discuss the effective way to construct positive image for cityinspectors through analysis of the media image for our county’s city inspectors. This essaywill take approach of the combination of context analysis, data analysis and text analysis, andwill conclude and discuss the media image for our county’s city inspectors in terms oftraditional media, web public opinion and specific case.The first part of this essay is introduction, mainly deal with the cause, thinking, meaningand the breaking point and obstacles of this essay, and will define city inspectors, web publicopinion and public opinion and media image. The second part of this essay is theoretical basisand research approaches, and will conclude and analyze the theory of agenda setting’sdevelopment, the application of agenda setting in media image, agenda setting in the platformof web and this essay’s research approach. The third part will carry out data analysis using traditional media report cases and public opinion cases, in which to find regular pattern oftraditional media report and public opinion, with specific cases to complement. The fourthpart is to discuss the effective approach to construct positive image for city inspectors throughanalysis above. The fifth part is conclusion.