Research On Government Image Communication Under The Network Public Opinion Crisis Of Emergencie

With the rapid development of mobile Internet and the boom of "we media",information transmission channels and information sources are increasingly diversified under the power of technology.In this context,online public opinions are characterized by abruptness,complexity,fallibility and pan-political nature.Emergency network public opinion crisis as the projection of the social contradiction in cyberspace,if the government improper measures of network public opinion crisis spread the government image,leads to the network public opinion crisis spread fermentation,causing mass incidents in reality,it will bring great pressure to the government,affect social harmony and stability.The image of the government is one of the political capital of the government and an important embodiment of the credibility of the government.The crisis of network public opinion has not only negative influence,but also helps to raise the image of the government if it can be dealt with positively.Therefore,under the premise of dealing with the crisis of public opinion in the emergency network,this paper discusses the ways to improve the image of the government.In this paper,the fusion of public management and communication,and other disciplines theory,the integrated use of literature research,case analysis and data analysis,this paper expounds the "kunshan against murder" events of government image in network public opinion is shaped and communication strategy,but at the same time,the government image in public emergency network public opinion polarization characteristics,This paper takes "Yu Huan intentional injury case" and "Qing ’an shooting case" as examples to summarize the problems of the government’s image communication in the network public opinion crisis,such as slow response,unclear rights and responsibilities,and imperfect mechanism.Finally,practical countermeasures and suggestions are put forward from four aspects: establishing the government’s awareness of crisis public relations and governance concept,taking the initiative to set the agenda,improving the government’s credibility,and improving the system of government image communication,in order to provide useful reference for the government’s response to such crisis events and government image communication.