With the continuous development of new media in people’s lives,government departments at all levels in China have responded positively to the needs of this era and have established official government new media publishing platforms,and government WeChat has been favoured by government departments at all levels for its authority,immediacy and accuracy,showing a "blowout" growth pattern.As a "soft power",a good government image has become an important element of social governance and a basic tool for the effective performance of government functions.With a good government image,it can effectively shape the public recognition of the area where the government is located,which can strengthen the cohesion of the society and facilitate the achievement of government policy objectives.There is a positive correlation between the image of the government and its credibility,and thus,the credibility of the government can be enhanced in a certain sense by emphasising the shaping of the government’s image.Therefore,this thesis discusses the problems and suggestions for optimisation of the Zouping municipal government’s WeChat in the context of its research.Firstly,this thesis uses public political participation theory and image restoration theory as the basis,and through literature research and semi-structured interviews,it sorts out the basic theoretical basis of the study and determines the scope and framework of the study.Secondly,the thesis selects 15 representative governmental WeChat specific analyses through the Qingbo intelligent data platform,and summarises the current situation of the development of official governmental WeChat in Zouping City and the results that have been reaped in conjunction with the interviews,subsequently concluding that the current construction of governmental WeChat in Zouping City helps government departments to shape a democratic,efficient,clean and pro-people government image.Then,using the case study method to investigate and research Zouping’s governmental WeChat in shaping the image of the government,the dilemmas faced by governmental WeChat in shaping the image of Zouping’s government were summarised through interviews and comparisons of outstanding county-level governmental WeChat,mainly the conservative scope of governmental information disclosure,the lack of information dissemination influence,the lack of public opinion research and disposal mechanisms,and the lack of professional operational capacity.The reasons behind this are the lack of information security,the weak awareness of precise services,the imperfect mechanism of public opinion governance and the lack of systematic professional teams.Finally,this thesis proposes the optimisation measures for government WeChat in shaping the government’s image in four aspects:systematically guaranteeing information dissemination,scientifically and effectively operating and managing,strengthening the level of public opinion regulation and enhancing professional technical capacity,with a view to providing reference for county-level government departments in using government WeChat to shape a good government image. |