The Research Of The Local Government Image-building Through Crisis Management Of Network Public Opinion

The image of government as a special kind of social resource, which evaluated by the social public according to its external characteristics, embodies the government’s comprehensive strength. Government image directly affects the government’s appeal, cohesion and influence, also is an important factor to decide whether the ruling goals, tendencies and intentions of the government can be accepted or inclined to accept how much by the public. To enhance the government image means the improvement of the government efficiency, also suggests that the government have win the public greater psychological identity.Network public opinion crisis is a crisis form of modern government under the conditions of advanced network technologies. In the incipient stage of many network public opinion crisis events, often due to insufficient government anticipation and improper handling on public opinion, then gradually led to network public opinion emergencies, which bring serious challenge to the government ruling ability and serious damage to the government image. For the government image, network public opinion crisis is not just a negative force of destruction, if they can effectively manage the network public opinion, it will turn into an important driving force to reshape the image of the government. The good image of the government set up through this opportunity, will also help to improve the lever of the government network public opinion crisis management. They both promote each other and provide feasible foundation for building the government image under the circumstance of the network public opinion crisis management.Because the network public opinion crisis is still a new thing, the inherent law and occurrence mechanism have not yet fully mastered by the government, and the governance effect is not satisfactory. In addition, there are some problems exist in the image building of local governments through the management of network public opinion crisis, for example:the image building consciousness is weak, crisis management ability is not strong, the access to information communication is not free, the image construction is lack of interaction, etc. And the reason that has so many problems, from the root of speaking, can boil down to:subjective cognition is lack of attention, behavior response needs to be strengthened and mechanism construction needs urgent perfection, etc.Based on the cases, in view of the problems, the article puts forward that on the subjective cognition the government needs to reshape its values and leads the process of network opinion crisis management with responsibility concept, people-oriented idea and performance philosophy, and meanwhile strengthen the awareness of crisis management. On the behavior response, the government should enhance crisis management capability, play the active role of new media and promote the benign interaction among government, media and people. At the same time, on the mechanism construction, taking the following measures to improve: building the information disclosure system, enriching the government evaluation system, perfecting laws and regulations system, building emergency management mechanism and improving the cooperative governance mechanism, etc.From the perspective of crisis response, this article using the basic principles of public management science, information technology and other disciplines, as well as the methods of literature, comparison and case analysis, systematical and thorough discussion will be carried out on the governments’respond to the network media crisis and the building of the government image. This article is divided into five parts:The first part introduces the selected topic background and research significance, combs the domestic and foreign research results, and summarizes the research content and research methods, also briefly introduces the innovation and deficiency of the thesis. The second part introduces the related concepts of network public opinion crisis and government image, and some theoretical bases. The third part elaborates the relevance of the network public opinion crisis management and the government image building. Through case analysis, the fourth part studies the existing problems of the local government in the public opinion crisis response and image building aspects, and hereby analyzes the causes of the problems. The fifth part discusses the path choices of the local government image building through the network public opinion crisis management, and provides specific solutions. Finally, I hope this article can provide some useful reference in response to the crisis events and image building aspects for local governments at all levels of our country.