New Media Voice In Local Government Media Image Resolution

With the development of science and technology, new media and communication platforms emerge in an endless stream, represented by the Internet, Web1.0technology is unable to play the leading role, the extensive application of new media forms based on Web2.0digital technology, has changed the traditional media ecological environment in china. In the media under the background of integration, Web2.0technology has opened a "user center theory" era, the public is "dissemination of information" and "information". Public participation in social discussion right gradually increased, the new media has become the ordinary people to take part in the social public discussion of the problem and show that the new platform of political position, become the booster of social democratization. New media is not only a new channel for government management of public affairs and the image, it provides a participation in social and political activities of the platform is relatively open, transparent to the public, a powerful weapon to become a public supervision of the government administrative behavior.At present, with the rapid economic development, China’s local government is also faced with the gap between rich and poor, the distribution of public resources is not reasonable, the public interests have not been effectively solve practical problems, leading to the deterioration of social basic contradictions; on the other hand, some local government officials from the moral quality is low, leading officials to all kinds of "door" incidents; public use of new media means of official corruption exposure incident; caused officials freewheeling speech and behavior in question and so on these problems, the local government credibility and image severely damaged, some local governments, although the establishment of the government website, set up a press spokesman, opened micro-blog to deal with the new government media events, but because of thought and idea obsolete, the local government officials at all levels to deal with the new media events are not from the heart, media literacy problems of local officials has become one of the current problems faced by local governments.In the social structure differentiation, background information dissemination environment change, the government as a social right, discourse management, how to define its role in the new media environment, how to use the media image of the new media technology to rebuild itself, the new media is in what way affect the substance of democratic politics, the we are worthy of further discussion. The article introduction part will research on the image of the government’s current complex media environment, the study of the government image in the new media environment in the theoretical and practical significance, and the domestic and foreign research review. The second part reviews and answer. Who is the new media; how to define the new media events; existence and what aspects of new media and traditional mode of transmission of new media voice discourse power in what is the difference between a problem. The third part analyzes the new media voice of local government under the media image including those factors and local government media image communication problems such as social voice. The fourth part starts from the2011-2012new media case, full scan event occurs early, middle and late three stages, the system describes the present situation of local government to deal with the new media events in the new media environment, the most real, the most intuitive reveals the prominent problems like the construction of local government in the new media context exists the. In the fifth part of the specific case as the enlightenment, in order to explore the relationship between new media environment, government, media, the public of the three. Cognition to rational level from perceptual, seeks to build local government image strategy. New media voice of local government image construction is a relatively new topic, this paper only carried out preliminary thinking, we also need to further explore in learning and practice.