The City’s Image Transmission On The Government Wechat

With the acceleration of urbanization and the development of regional economic integration, the competition among cities has gained increasing attention from people.As a brand-new medium emerged in the process of social media development, Wechat has become tremendously popular among users for its timeliness, convenience and abundance in content. The increasing number of Wechatofficial accounts of city government affairs has become a new window for city image propagation.Shanghaifabu(meaning “Shanghai publish”), a Wechatofficial account of city government affairs, has officially introduced the “I`SH’ function menu on July 2nd,2015 and has listed the propagation of city image as an independent function menu,from which we can realize that the government has attached more and more importance to the application value of Wechatofficial account of government affairs for city image propagation. To fully reveal the current propagation situation of Wechatofficial accounts of government affairs in city image propagation, on the basis of literature review and concept definition, relevant theories about communication and city brand image system have been adopted comprehensively in this paper, in addition,a comprehensive comparison has been made among the Wechatofficial accounts of“Shanghaifabu”, “hzfbwx” and “ZGGZFABU” from the perspective of the characteristics of the account, the setting of menu bar and the contents of articles and an reflection has been made on their current propagation situations based on the City CIS Theory and the Uses and Gratification Theory. On the basis of the above-mentioned study, the author attempts to seek a new route for city image propagation via Wechatofficial account of government affairs from the perspective of audience operation and city government subject operation.