网络沟通下政府形象“距离悖论”的解析及应对

The Paradox of Distance in Evaluating Government's Image and Its Interpretation and Reaction in the Internet Communication.

网络沟通的兴起,使政府形象塑造的环境发生了变化,政府形象的"距离悖论"出现新特点,其突出表现是,民众对政府形象的评价与该级政府同民众的距离(包括空间距离和时间距离)成反比。在网络沟通下,形象良好的政府须具有回应性,倡导科技领先,强调参与和协作以及具有预见性,因此,政府应从树立形象意识、完善电子政府工程、提升政府媒体公关能力和公信力以及提高危机处理能力等方面着手,来应对政府形象的"距离悖论",以塑造良好的自身形象。

The rise of internet inevitably brings about some changes to the environment under which the government＇s image is shaped, and as a result, a new ＂distance paradox＂ in evaluating government＇s image appears. It is prominently characterized by the inverse proportion between the public evaluation on governments＇ image and the distance （including space distance and time distance） between the public and the government. In the internet communication, positive image of the government includes being responsible, advocating science and technology, emphasizing participation and collaboration and showing great foresight. In order to deal rightly with such distance paradox and built a good new image, the government should enhance its consciousness of its own image, perfect e-government projects and strengthen its public relations capabilities and credibility, etc.