The Study Of The Chinese Government Image Communication Based On The Micro Age

The government image is the public opinion of the government and its administrators.It is not only a necessary context for the government to abstract the public’s trust,and also an important measure of government administration.In recent years,with the continuous development of information technology,especially in the scope of smart phones,tablets and other mobile tools,the society has quietly usher into a micro age.The arrival of the micro age,not only makes people’s life change dramatically,and also has a significant effect on the deep social change.In terms of the government administrative area,the micro government has been arisen,making the government image communication environment and the way change dramatically.Government’s blog and Wechat have became an important vehicle for government to show it’s public image.The departments pay attention to the use of micro-government platform to issue information gradually,perform functions,provide public services and enhance the image of the government.Therefore,having a best understanding of the Chinese government image communication based on the micro age is necessary.The platform of government’s blog and Wechat has changed the relationship between the government and the public.It is a new way to spread the Chinese government image communication.The government can use blog and Wechat to spread the practice of government image and to build a service-oriented government.It has an important meaning.With the development of information technology,human society quietly ushered into "Micro Age".At this point,studying the spread of the image of the government is particularly necessary under the background of "Micro Age".This paper mainly uses the case study method and the comparative analysis method.Based on the "Micro Age" background,it respectively studies the relationship between government affairs micro-blog,WeChat and the image of the government.It focus on the communication characteristics of government "double micro" and the influence of government affairs "double micro" on the government image communication.And it puts forward the countermeasures of the government “double micro" communication of the government image through the comparative analysis of government’s micro-blog,and positive and negative cases of government affairs We Chat.Government affairs Micro-blog should spread government image through enriching the content and form,improving the management system grasping public sentiment dealt skills,and master skills,while Government Affairs Wechat positioning,knowing the scientific release rules and strengthening its interactions.Based above all,this paper puts forward six strategic points for "Micro Age" to spread the government image well,there are establishing “double-micro” spreading form and conception,government branding image,government image responsibility system,government image risk-prevention system and government image controlling system.