The Optimization Strategy Of Government Image Communication Under The Background Of New Media

Along with the rapid development of Internet information,new media technology has been widely used in people’s life,Chinese society is entering a more open,more democratic era,government departments as the highest managers and decision makers of the state and society in the face of public participation in social management rising demand and electronic government and electronic government affairs in the government management play an important role in the new normal,must actively respond to such a new situation,start from their own functions,transformation of ideas,meet the challenge,vigorously promote the construction of a service-oriented government,to improve the government image communication ability and level,create good government image.The emergence of new media has completely broken the information monopoly of traditional media for a long time,gradually formed a new mode of information transmission,created a new media environment,and greatly changed people’s life and communication mode.In the face of the new situation and new tasks,the government has changed its working mode.Egovernment tools such as We Chat,weibo and short videos have gradually become an important way for the government to govern social affairs and play its own functions.New media has gradually become an important bridge for the close relationship between the government and the public.But by the characteristics of traditional media and new media environment for a long time,the influence of our country in the aspect of government image communication there is a need to improve and enhance the place,also need to further deepen the new media,on the basis of a comprehensive understanding of change of its function of the government,the government personnel quality promotion and application of new media platform development and the relationship between the government and the audience multiple aspects,such as to improve the government image communication strategy,thesis attempt to conduct a preliminary study.This article first important concepts of new media on carding and clarify,then combining with the characteristics of government image communication,through the typical case analysis,data comparison,analysis of the new media era of our country government image in We Chat,weibo,short video platforms such as the spread of the status quo,summed up the disadvantage of current our country government image transmission,such as: Lack of interaction between government and citizens,government workers responsibility consciousness,individual departments abuse of violation of fairness and justice,government network public opinion monitoring,etc.,combining with the government’s own role shift does not reach the designated position,government officials,their positioning is not clear,lack of learning to the new media and new media government affairs,network public opinion supervision mechanism is not sound,etc.In the context of the continuous rise of new media,the government should set up network news spokesmen,change the work style of the government,consolidate the foundation of image communication,promote the transformation of government functions,strengthen the anti-corruption efforts,and establish a scientific and effective network public opinion supervision mechanism..