微时代视域下政府形象塑造探析

Study of the Image-Building of Government in Micro-Age

社会的发展已经让网络渗透到我们生活的方方面面,特别是在微博、微信等一些社交媒体的影响下,人们已经进入微时代。"微变革"对社会公共管理也产生了巨大的影响力,政府形象已成政府赢得公众的必要条件,而在这种微时代下,政府形象的塑造和传播显得更为重要。但微时代对高效的政府形象、以人为本的政府形象、负责任的政府形象、善于危机公关的政府形象、诚信的政府形象呼声甚高,党政部门必须在传播模式、品牌形象塑造、责任制度、风险防范机制、管理体系等层次对政府形象进行提升和改善,从而提升公众的认可和信任。

The development of the society has made the network to infiltrate through all aspects of our lives, especially under the influence of micro-blog, micro-letter and some other social media, people have entered the age of micro. ＂Micro-change＂ also has an influence on public administration , the government＇s image has become a necessary condition for the government to win the public, and in this age of micro, it is even more important to shape and spread the image of the government. But it is essential in the era of micro for the image of the government which is efficient, people-oriented , responsible , and with good public relations crisis and integrity. Government departments must improve propagation modes, brand image, responsibility system, levels of risk prevention mechanisms, management systems to enhance the image of the government, so as to promote the public recognition and trust.