The Shaping And Strategy Research Of Local Government Image By Micro-Blog

"Government image is the recognition and evaluation of the government's overall quality, comprehensive capabilities and governance achievements at home and abroad" [1].

Government image is a special social resource. It is one of the basic elements that constitute the influence of the government. It is an important factor that determines whether the government's goals, intentions and tendencies can be accepted or accepted by the public.

Generally speaking, the government image includes three aspects: concept system, behavior system and vision system.

The concept system of government image mainly refers to the values, spiritual pursuit and development orientation of the government, which is the core and soul of the government's image.

The behavior system of the government image is the actions taken by the government to the society and the environment in reality. The visual system of the government's image is to help the public understand the visual identity of the government's management and service behavior.

In the early micro-blog era, the image of the government was usually pmitted by mass media or exported by government organizations, such as government spokesman.

After the micro-blog came into being, the government micro-blog has replaced the mass media to a certain extent and has become a new outlet for the government's image.

The efforts of local governments to build micro-blog and publish information in a timely manner are not only a conscious response to the public's consciousness of democratic participation in the information age, but also a requirement for the pformation of government functions from original leaders to service providers.

Wang Chen, deputy director of the Central Propaganda Department and director of the central propaganda office, put forward: "we should promote the active use of micro blogs by Party and government organs and leading cadres, expand channels and means of contacting the masses and serving the masses, publish authoritative information in a timely manner, respond positively to social concerns, and constantly improve the work of the government.

[2] "

According to the Sina administration micro-blog report in the first half of 2013 (hereinafter referred to as the "report"), the total number of government micro-blog approved by Sina in June 26, 2013 was about 79 thousand, a 34 thousand increase from 45 thousand in the same period in 2012.

The report also shows that the number of local grassroots micro-blog accounts for a higher proportion of new micro-blog.

Compared with the central and provincial level micro-blog, the local government micro-blog is more closely connected with the public. At present, our country is in the period of social pformation. It is particularly important to build a good local government micro-blog to shape the image of the local government and to build a harmonious relationship between the government and the people.

In order to understand the local government micro-blog construction and the impact on the government image, this paper selects three different regions of government micro-blog to conduct an empirical analysis.

According to the geographical factors and the development of micro-blog, we selected "safe Guangzhou", "Jiangning Public Security Online" and "Shenyang Public Security Bureau".

This is because, first of all, the public security micro-blog is the domestic government micro-blog started early and develops the fastest. At the same time, these three government micro-blog have their own characteristics.

The report shows that "ping an Guangzhou" ranks third in the national public security micro-blog, second only to "the Ministry of public security in addition to four black and four damage" and "safe Beijing" (the former is the central micro-blog, the Beijing is the capital and the administrative level is higher, so it has not been taken into account).

"Jiangning Public Security Online" won the first place in Jiangsu provincial government affairs micro-blog selection in 2014. Jiangsu province is the province with the largest number of government affairs micro-blog.

To a certain extent, these two micro-blog represent the high level of local government micro-blog.

Meanwhile, in 2013, the number of government affairs micro-blog in Liaoning increased rapidly. "Shenyang Public Security Bureau" is a better micro-blog in the region. It can be regarded as the representative of micro-blog in the development of local government affairs.

In the study, the author selected 30 days from March 3, 2014 to March for 28 days as the research period. In the period, all the samples of micro-blog were taken as samples, and 862 Guangzhou public security organs were collected, 257 were Jiangning public security online, and 125 were Shenyang public security bureaus. Through a series of indicators, the effect of local government micro-blog communication and the influence on the government image were solved.

(1) content analysis of communication

The theme of communication mainly refers to the content orientation of micro-blog. The author divides the communication theme into six items, as shown in Table 1:

The theme of communication shows micro-blog's positioning, conveys the value concept of micro-blog, and reveals the value orientation of government agencies.

"Guangzhou public security" micro-blog pays more attention to the popularization of knowledge and the evaluation of news and information. "Jiangning Public Security Online" pays more attention to the evaluation of news information and the interaction with netizens. "Shenyang Public Security Bureau" is located in the popularization of knowledge and publicity to the government image.

(two) analysis of language style and mode of communication

The author defines the relaxed language expression with network expressions and emoticons as a personalized language, which will seriously position the official language style. The three administrative micro-blog languages have their own characteristics (as shown in Table 2).

Different language styles are based on symbols used in communication.

The micro-blog language of "Jiangning Public Security Online" generally uses more popular Internet language, some lovely pictures and various emoticons.

The "Guangzhou public security" micro-blog also uses the Internet language and emoticons. The words "micro-blog" of Shenyang Public Security Bureau are more formal, formal and less expressive.

As for the release period, the "Guangzhou public security" and "Jiangning public security sub bureaus" have established a fixed release period, from 7 a.m. to 11 p.m., there are regular intervals.

"Jiangning Public Security Online" sooner or later greetings become fans must see the content.

The release time of "Shenyang Public Security Bureau" is mainly around 9 a.m. and 4 p.m.

From the point of view of information sources, micro-blog's content sources are original and some are forwarded.

Forwarding can also be further divided into forwarding comments and forwarding without comments (as shown in Table 3).

Although "Guangzhou public security" and "Shenyang Public Security Bureau" micro-blog are mostly spontaneous messages, that is, they are not forwarding forms, the content comes from other micro-blog (which is marked from other micro-blog), and the original is not strong enough.

"Jiangning Public Security Online" spontaneous micro-blog although not much, but original and strong, high quality, forwarding comments were higher.

(three) micro-blog communication effect analysis

According to Schram's communication mode, feedback can be regarded as a reflection of the effect of communication.

In the extracted samples, each micro-blog of "Guangzhou public security" and "Jiangning Public Security Online" were all commented by fans. "Shenyang Public Security Bureau" released only 40% micro-blog got comments from netizens.

"Jiangning Public Security Online" has a comment volume of more than 100 for each micro-blog. The number of commentaries in Guangzhou public security is about 8, and the "Shenyang Public Security Bureau" has the lowest comment.

At the same time, three government agencies have different comments on Internet users.

According to statistics, the reply rate of "Guangzhou public security" is 6.3%, and the reply rate of "Jiangning Public Security Online" is 19.8%. Shenyang public security did not reply to fans' comments.

Three, the impact of government micro-blog construction on the government image

Beginning in 1990s, management in Europe and the United States began to shift to the concept of "governance", emphasizing the role of the public in administration.

The eighteen major reports of the Party pointed out: to further improve the social management and service functions of the government, in practice, micro-blog has indeed promoted the image of the local government in the pformation.

(1) from the perspective of the government's image system

"Guangzhou public security" wrote in the publicity column, "our guiding ideology of opening up: public first, service oriented, police and people linked to heart, micro-blog true feelings, every day online, communication no boundaries", and at the top of the Department issued a variety of illegal reporting channels.

The "Shenyang Public Security Bureau" and "Jiangning Public Security Online" have also conveyed administrative concepts and policing knowledge through different ways, which reflects the efforts of government agencies to make efforts to pform openly and pparently.

(two) from the behavioral system of government image

The online and offline actions of three government micro-blog have had a positive impact on the government's image.

"Shenyang Public Security Bureau" and "Guangzhou public security", through the government information bulletin, convey the government's policies and measures to the public, displaying an open government image.

"Jiangning Public Security Online" has carried out good interaction with netizens through a large number of "entertainment, leisure and interaction" information, and verbal humor has dispelled the traditional police's image of dignity and seriousness in the public mind, and narrowed the distance between the police and the people.

"Guangzhou public security" and "Jiangning Public Security Online" also held offline activities with fans, further breaking the "mysterious" impression of government agencies in the public mind and making the government image more concrete and realistic.

H George Fred, a famous contemporary American public administration scientist, said: "people believe or admire the officials who are close to them, but officials who are far away from them are lazy, incompetent and dishonest.

[3], that is, psychological distance, is one of the factors that affect the public's evaluation of government officials. It is easier for the public's friendly government agencies to get trust. Only by gaining trust can they effectively pmit information and guide public opinion.

(three) from the visual system of government image

"Jiangning Public Security Online" micro-blog wrote in the publicity column: "1. official micro-blog of Jiangning branch of Nanjing Public Security Bureau is not Liaoning public security micro-blog online, nor is Nanjing police online"; 2., police must dial 110 in time, poke the police sorghum is not necessarily able to see in time; 3. search for classic stickers to force the blog (with blog address).

At the same time, there is a picture of the police dog next to it, with the word "PS: hitting pictures is useful".

The slogan is cute and kind, which contrasts sharply with the serious image of the former government agencies, and draws the distance from the public.

Four, problems in the construction of micro-blog and challenges faced by government image building.