微时代背景下的政府形象传播

Government Image Dissemination under the Background of Micro Age

随着信息技术的不断发展,人类社会悄然迎来一个微时代。本文主要运用案例研究法和比较分析法,立足于微时代的背景,分别对政务微博、政务微信与政府形象传播之间的关系进行研究,提出了政务"双微"传播政府形象的对策,即构建"双微"的政府形象传播形式、政府品牌化形象、政府形象责任体制、政府形象风险防范机制和政府形象管理体系。

With the continuous development of information technology, human society has entered a micro age. This paper mainly uses the case study and the comparative analysis method. Based on the background of the micro age, it studies the relationship between government micro-blog, government WeChat and government image communication respectively, and proposes the government＇s ＂double micro＂ measures of government image dissemination. In the micro age, five points of strategic thinking are put forward on how to do a good job in the dissemination of government image -- the construction of ＂double micro＂ dissemination form of government im- age, the image of the government brand, the responsibility system of government image, the risk prevention mechanism of government image and the control system of government image.