Research On A Periodical Discourse Strategy Of The Restoration Of The Government’s Image

With rapid development of economic society in China recently, resource scarcity, unbalanced development and other issues are becoming increasingly acute. These problems led to frequent public crisis in our country. The outbreak of the public crisis is bound to affect the construction of the government’s image. After the crisis, the restoration of the government’s image is particularly important. The good image of the government is a special kind of public resource, it can enhance the social influence of the government, but also to promote effective governing of the government. So the restoration of the government’s image should become an important part of public crisis management. Although a growing number of scholars have begun to study the restoration of government’s image, but most of them just discuss the construction of institution from a macro perspective. As Benoit said, theory of image restoration is essentially "a rhetorical discourse response strategy". Research on image restoration theory should be combined with the knowledge of pragmatics.In this paper, the research object is periodic discourse strategies of the government’s image restoration. Firstly, the paper analysis the different stages of the government’s reputation crisis which should be used different image restoration discourse strategies; and then combined with the reality, make text analysis to actual case, to find out the main problems exist in these discourse strategy that current government used in different stages. Also pointed out what features different discourse strategies should have at different stages of crisis, what aspects should be paid attention to in the using process. Finally, combining with the characteristics of image restoration discourse strategies, to discuss how the government to build a discourse space in macro perspective in order to make the biggest utility of these discourse strategies.The first part of this paper is mainly to define the main concept this paper involve, in order to later study; Next the government’s image restoration process is divided into three stages, including the government’s image early warning, the government’s image maintenance, the government’s image restoring. Study periodical on the government’s image restoration discourse strategy. The research framework and analysis of the logic of the three parts are basically the same; both are divided into three blocks. First analysis what kind of restoration strategies government crisis should take at this stage, then combine with the actual case, the relevant knowledge of pragmatics to study on these strategies. Concluding what features these image restoration discourse strategies should have. Finally put these discourse strategies in the interactive relations between the government, the media, the public to discuss. Put forward my own proposals on how to build discourse space to promote the implementation of image restoration discourse strategy effectively.The main purpose of this paper is to conclude how taken discourse strategies should be implemented specific at different stages of the government’s reputation crisis, such as what language forms (text, sound or pictures) should be used, through what channels (newspapers, radio, TV or the Internet), and so on. As a leader of image restoration, how government can do to control in the macro perspective.