| The instantaneity,interactivity,openness and transcendence of new media stimulate the public’s enthusiasm for social participation and further evolve new media into a platform for gathering social conditions and public opinions on the Internet.The image of local party and government leading cadres constructed by media is an important information source and reference basis for the public to understand and evaluate local party and government leading cadres.Based on the theoretical perspective of communication science,the research subject makes clear the theoretical guidance of media image construction with the help of "gatekeeper" theory and agenda setting theory.The research topic focuses on the media images presented by local party and government leading cadres at the city and county levels in the new media,selects the representative new media images of local party and government leading cadres in the recent 10 years,and carries out content analysis and case interpretation from two dimensions.In the era of new media,the media image construction of local party and government leading cadres mainly relies on the release of government information on government platforms,the guidance of network opinion leaders to the flow of information,and the promotion of information sinking by grassroots we-media,which to some extent weakens the sense of opposition between "officials" and "people" and promotes the communication between them.The image of the local leading cadres of the Party and government has gradually changed from the stereotype to vivid diversity.However,from the perspective of specific case practice,the media image construction of local party and government cadres is still faced with problems such as content uniformity,single mode and limited effect.The root cause is the lack of media awareness of leading cadres,many leading cadres still have "ostrich" and "passer-by" mentality.From the point of view of the needs of The Times,society and the masses,the research topic holds that local party and government leaders should refine the principles of media image construction,perfect the construction environment and balance the construction image.Based on this,the local party and government leading cadres should through the "Internet + service" model and "two micro end" communication mode,optimize the basic content of media image construction,set up the administrative information centered right media view,strengthen the application ability on the basis of the media literacy of the media,to exquisite government affairs for the people,with emphasis on the service concept. |
