New Media Empowers Political Party Image Dissemination Research

In today's world,with the continuous development of democratic politics and the continuous advancement and superposition of globalization,the fission development of new media communication technology based on digital technology and network as carrier has led to a new pattern of political communication and a new ecology of party political public voice.It makes it more and more diversified,dynamic and subjective for the public evaluation and selection of real political life.At the same time,the party image is becoming more and more prominent for the political party participating or ruling the political affairs in the positive or negative role of promotion,which means that the spread of the image of the party is more and more valued by the party itself and the public.From the perspective of new media's empowerment for the image communication,combining with the research theory and achievements of political communication and technical empowerment,the paper uses the mode method under the system theory to construct the mode of "Information arrangement--Information transmission-Information feedback" to study the internal structure and the relationship among many factors of the image communication process of the new media's empowerment,so that the complex process of empowerment can be intuitively and simplified.In addition,the study on the effectiveness of the empowering is not only limited to the general elements of communication,but also the core elements of closed-loop management in the process of party image communication.Furthermore,the research framework of "control analysis,content analysis,media analysis and audience analysis" constructed by the two aspects can be used to analyze the empowerment effect of new media in the image communication of political parties.Facing the new media,it is not difficult to find that most political parties are affected by the dimension of political communication,especially in the image of political parties,which has encountered many problems full of complexity and uncertainty,which has become a major test of political party's participation in the administration.In the new media era,the problem of party image communication mainly exists in two aspects: subjective and objective aspects.The objective level is the disorder of communication space and deviation of communication direction caused by new media technology.The subjective level is the problem of the insufficient ability of the political parties and the public to deal with the new media.Therefore,in terms of the communication of the political party image,from the micro level,it is necessary to make up for the defects and mistakes brought by the technical tools of the new media.On the medium level,the party itself needs to adapt to the communication ideas and thinking of the new media.From the macro level,it is necessary to fundamentally improve the effectiveness of the party building and Party governance system in the new media era.Its significance is also reflected in the theoretical and practical level,which may have reference value for the promotion of the party image communication of the Communist Party of China.