网络视角下政府形象存在的问题及对策分析

Government Image Problems and Its Countermeasures from the Network Perspective

随着网络的迅猛发展,网络平民化、多元性、快捷性给民众增加了更多的利益诉求渠道,也给政府形象带来了一定的机遇和挑战。政府可以利用网络进行宣传,加强与公众的交流,密切与人民群众的联系,树立良好的政府形象。但在网络媒体的聚焦下,任何微小的事件都可能被无限放大,如果不能依据网络传播规律妥善处理,将会产生极大的危害。文章针对政府形象在网络媒体传播中存在的问题进行了分析,认为在互联网时代,政府需要采取及时有效的应对策略,在危机事件中取得主动权,对政府形象进行巩固和提升。

With the rapid development of the network,its popularization,pluralism and high- efficiency have not only increased more channels for the public to realize their interests demand,but also brought opportunities and challenges to the government＇s image. The government can use the internet to carry out propaganda,strengthen exchanges with the public,closely contact with the masses,and establish a good government image. But in the focus of network media,any tiny event can be infinitely exaggerated. If not properly handled according to the law of network,it will result in serious damage. The paper analyzes the government image problems in the network media,and proposes that in the internet age,government needs to take timely and effective strategies to get initiative in the crisis in order to consolidate and enhance its image.