Research On The Construction Of Microblog Public Opinion On The Regional Image

As a new media tool,Weibo has become the main medium of public opinion communication.The impact on geographical image is huge.To achieve the improvement of regional image,Weibo must also actively respond to the microblogging public opinion communication crisis.At the same time that Weibo's influence has become increasingly prominent,many local governments have established official Weibo,using official Weibo to display local images and deliver official voices,showing the positive effects of Weibo's public opinion.At the beginning of 2018,Xuexiang's grievances quickly broke out on Weibo,and Weibo's influence on the geographical image of Xuexiang reflected its negative effects.In the new media era,in order to improve the regional image,it is necessary to exert its positive effects,avoid negative effects,and continuously integrate the microblogging communication mechanism to enhance the influence of the Weibo brand.This article mainly uses three parts to explain the construction of Weibo's regional image.The first part is a theoretical overview of the construction of regional image,summarizing the media role of Weibo in the construction of regional image.The second part is the mechanism of Weibo public opinion on the construction of regional image,and analyzes how Weibo public opinion affects and catalyzes the geographical image communication.The third part proposes a regional image promotion strategy based on Weibo public opinion,and how to establish a mechanism to deal with the negative image of the regional image.