The Government Microblog "Xi'an Release" And Government Image Communication Research

As one of the most important intangible assets of the government,the government image is the basic premise of the effective operation of the government,the basic elements of government influence and credibility,and charisma.As micro-blog emerging as a new force,it has become a new media for the government releasing the information,providing a new platform for public service and the realization of political interaction.This also marks the advent of the era of governing online.Our society is entering an unprecedented era of internet based communication.Being sensitive to the important meaning of micro-blog creating the government's image,the problems and challenges emerged in the development;the paper carries out an empirical study by focusing the weak points of the present study of micro-blog creating the government's image home and abroad,in the hope of realizing the breakthrough both in the theory and practice area.This paper selects the influential administrative micro-blog "Xi'an Issue" on Sina weibo as the research object,through the establishment of the evaluation system of micro-blog creating the government's image,analyzes its communication content and effect,and summarizes the problems and shortcomings,finally gets the implementation method of how the administrative micro-blog constructing Xi'an government' image.