Research On The Discourse Construction Of Government We Chat In City Image Communication

City image is an integral part of city competitiveness and the core soft power of a city.It reflects the comprehensive strength of the city’s inner quality,development level and civilization level.With the rapid development of media technology and the continuous penetration of the Internet,the era of "Internet +" has arrived.Under such circumstances,new media for government affairs came into being.In recent years,the new media of urban government affairs has gradually become a new communication medium for the dialogue between the government and the people.As it plays an important role in the communication and construction of urban image,it has been paid more and more attention by relevant departments.It is particularly important to pay attention to its influence in the shaping of urban image.In this paper,the representative official municipal government We Chat "Hangzhou Release",which was established early,was taken as the research object,and uses the government We Chat to spread We Chat articles around the city image in2020 as the research content,a total of 392 articles.The theoretical framework and research methods of Van Dijk discourse analysis were mainly adopted.From the perspective of text and context,this paper deeply studies the discourse construction mode of "Hangzhou Release" city image communication,providing reference for the discourse construction of other government We Chat in city image communication.The study found that in the context of new media,the urban government We Chat platform has the following characteristics in the use of discourse: Tweet titles are mostly composed of complex sentences,often used with strong emotional punctuation,and moderate use of network expression.The declarative speech act in the title is used most frequently.The source text is selected based on authority and credibility in the process of city image dissemination of "Hangzhou Release" to ensure that the information is accurate and authoritative.In the face of emergencies,it gives full play to its role in maintaining stability,confronts hot topics,calms public opinion on the Internet,and shapes and maintains the image of the city.At the same time,government affairs We Chat spread the wording and sentences of tweets around the image of the city to convey the unique discourse style of "Hangzhou Release".In terms of rhetoric strategy,a variety of rhetorical figures,quotations and accurate numbers are used to enhance the credibility of the discourse,and the emotional appeal and the narration of characteristic details enhance the persuasive effect.In terms of discourse style and rhetoric,"Hangzhou Release" not only guarantees professionalism and authority,but also highlights the color of being close to the people.It uses more emotional expressions and equal and intimate discourse interaction methods.The discourse construction model of "Hangzhou Release" is influenced by its own characteristics,news production context,political context and Internet context.In order to better spread the image of the city,government We Chat urgently needs to improve the discourse context and carry out effective discourse construction.According to the analysis of the discourse strategy in the dissemination of the city image of "Hangzhou Release",some shortcomings can be found: the unbalanced picture of focusing on publishing and not responding,the actual deviation of media image shaping,the materialized push of more informative information.In this regard,this article suggests that government We Chat builds a “ conversational ” context based on users;cultivates content and innovates discourse methods;builds brands and builds a three-dimensional city image;and improves news production standards based on its own positioning.