The Local Government Image Creation Under The New Media Perspective

In the background of the deepening of globalization and market economygradually perfect, in the traditional sense of the government image has no longerapplies in today’s life. The government not only show their "hard power", but alsohighlight its own "soft power".The level of government through the media to shape agood image, not only bring higher power, cohesion and authority, more of its ownconstruction and economic development.This article through to the definition of local government image reveals thegovernment media image and the image of the government itself, the relationshipbetween the mass media and social public.And on the study of new mediadevelopment trend, from the positive and negative two aspects on the portrayal of therelationship between new media and local government.Trying to find out from theserelations under the new media environment problems of government image mold, thevigorous development of the new media environment, provides a new idea ofconstructing government media image.This article mainly adopts the literature analysis, case analysis and comparativemethod, through reading to learn a lot of theoretical knowledge combined with hugeamounts of Internet information, to do the theory combined with a specific case.In the study of new media development, through the analysis on the elaborationand media fragmentation of audiences today, grasp the niche than the public is morevaluable, setting different types of media to cater to different tastes of the audience,out of a precise, professional and characteristics of new media.The mobile phonemedia market of intelligent mobile terminal, facilitation will lead to a surge in demandfor mobile phone software.The emergence of new media to traditional media, networkfor it is a huge impact, in the face of the strength of the Internet, traditional mediaonly the pursuit of innovation, and innovation to turn things around.At the same time,the social media era has quietly come, social media is a new trend in recent years,refers to interactive media.Twitter and facebook is a social media on behalf of, thetwitter and facebook changed in the United States is staged one after another in China,sina weibo, beauty group, such as renren social media contribute to a social businesstransformation.Based on the research of the new media is extended to the media image of thegovernment, can also be obtained through new media can shape and promote the good image of local government, make local government figure "personality business card",create a good environment of public management, benefits the government crisismanagement.But we can see is that new media is in some ways because of falseinformation to reduce the government credibility, the spread of new media timelyadded government "image" the difficulty of management, new media, deviation affectthe overall image of the local government.Can learn through analysis, these problemsis a result of the lack of law related, the lack of relevant government mechanism andself-discipline mechanism lack of enforcement, government in image creation andspread of new media to know and make use of existing problems.But we can also usethe new media to build local government’s image countermeasures, such as increasegovernment information transparency, to strengthen the construction of thegovernment’s new media, improve the system of laws and regulations and so on.