淺析網(wǎng)絡時代的政府形象管理

目  錄

摘  要………………………………………………………………………1
一、政府形象概述…………………………………………………………3
（一）政府形象的定義與特點……………………………………………3
（二）政府形象的重要作用………………………………………………4
（三）政府形象塑造的難點………………………………………………5
二、網(wǎng)絡時代的政府形象管理………………………………………6
（一）網(wǎng)絡時代的到來……………………………………………………6
（二）網(wǎng)絡時代政府形象管理的意義……………………………………6
三、網(wǎng)絡時代政府形象管理的制約因素……………………………7
（一）網(wǎng)絡輿論的復雜效應………………………………………………7
（二）政府官員自身素質(zhì)與能力…………………………………………8
（三）政府對形象管理認識的誤區(qū)………………………………………8
四、加強我國網(wǎng)絡時代政府形象管理的對策建議…………………9
 （一）加強對網(wǎng)絡輿論的引導………………………………………9
（二）不斷提高政府官員自身素質(zhì)與能力……………………………11
（三）樹立對政府形象管理的正確認識…………………………………11
參考文獻…………………………………………………………………13
致  謝…………………………………………………………………14
 

 
摘  要

    網(wǎng)絡媒體傳播徹底改變了傳統(tǒng)社會的信息傳播機制，使多元化社會文化和多元訴求成為一種普遍現(xiàn)象，它改變了政府管理環(huán)境，帶來新的難題、創(chuàng)造新的機遇。良好的政府形象是凝聚社會力量、提升地方名望的關(guān)鍵，也是中國共產(chǎn)黨執(zhí)政能力的集中體現(xiàn)。本文以網(wǎng)絡的復雜環(huán)境為背景，界定了政府形象的定義，分析了政府形象的特點，總結(jié)了政府形象塑造的難點。同時分析了網(wǎng)絡環(huán)境下政府形象管理的意義。從三方面方面深入分析網(wǎng)絡時代政府形象管理的制約因素：網(wǎng)絡輿論的復雜效應、政府官員自身的素質(zhì)與能力、政府對形象管理認識的誤區(qū)，從建立相應網(wǎng)絡信息觀察機制和反應機制、建立良好網(wǎng)絡溝通機制、建立及時有效的信息披露機制、勇于承擔責任稀釋網(wǎng)絡危機負面效應重設網(wǎng)絡議題方面做好網(wǎng)絡輿論引導；從加強政府官員形象意識、完善信息公開制度、建立責任機制、增強行政能力樹立政府形象等方面做好提高官員能力工作；從轉(zhuǎn)變政府官員形象管理意識，提高執(zhí)政能力促進領(lǐng)導干部肩負網(wǎng)絡傳達民情的重要職責，對網(wǎng)絡時代政府形象管理具有重要的引導作用和實際意義。
關(guān)鍵詞：網(wǎng)絡媒體  政府形象  輿論

ABSTRACT

Network media completely changed the traditional society of information communication mechanism, so that a plurality of social culture and pluralistic demands become a common phenomenon, it has changed the Government's management environment. It brings new challenges, creating new opportunities. Good image of the government is the key to social cohesion and strength. It enhances local fame; it is also a concentrated expression of the Chinese Communist Party's governing capacity. The complex environment of the network, as defined in the definition of the image of the government's analysis of the characteristics of the image of the government, summed up the difficulty of shaping the image of the government. It also analyzes the significance of the image of the government in the network environment management. The three-pronged approach in-depth analysis of the government of image management in the network: the complex effect of the network of public opinion, the qualities and capabilities of government officials, government misunderstanding in image management, the establishment of reaction mechanism of  the observation, corresponding network information, to establish a good network communication mechanism for a timely and effective information disclosure system, the courage to bear the responsibility to dilute the negative effects of network crisis reset the network issues in doing network guidance of public opinion; from government officials aspects: they should improve the image consciousness and the information disclosure system. They should also establish accountability mechanisms to enhance the administrative capacity establish the image of the government and improve officials’ ability to work. They should improve its ability to promote awareness of image management from the transformation of government officials, leading cadres to shoulder the important duty of the network to convey the sentiments of the people. The image of the government management of the internet age has an important role in the guidance and practical significance.
Key words：Network media; Government image; Public opinion