浅析网络时代的政府形象管理.doc

浅析网络时代的政府形象管理

目  录

摘  要………………………………………………………………………1
一、政府形象概述…………………………………………………………3
（一）政府形象的定义与特点……………………………………………3
（二）政府形象的重要作用………………………………………………4
（三）政府形象塑造的难点………………………………………………5
二、网络时代的政府形象管理………………………………………6
（一）网络时代的到来……………………………………………………6
（二）网络时代政府形象管理的意义……………………………………6
三、网络时代政府形象管理的制约因素……………………………7
（一）网络舆论的复杂效应………………………………………………7
（二）政府官员自身素质与能力…………………………………………8
（三）政府对形象管理认识的误区………………………………………8
四、加强我国网络时代政府形象管理的对策建议…………………9
 （一）加强对网络舆论的引导………………………………………9
（二）不断提高政府官员自身素质与能力……………………………11
（三）树立对政府形象管理的正确认识…………………………………11
参考文献…………………………………………………………………13
致  谢…………………………………………………………………14
 

 
摘  要

    网络媒体传播彻底改变了传统社会的信息传播机制，使多元化社会文化和多元诉求成为一种普遍现象，它改变了政府管理环境，带来新的难题、创造新的机遇。良好的政府形象是凝聚社会力量、提升地方名望的关键，也是中国共产党执政能力的集中体现。本文以网络的复杂环境为背景，界定了政府形象的定义，分析了政府形象的特点，总结了政府形象塑造的难点。同时分析了网络环境下政府形象管理的意义。从三方面方面深入分析网络时代政府形象管理的制约因素：网络舆论的复杂效应、政府官员自身的素质与能力、政府对形象管理认识的误区，从建立相应网络信息观察机制和反应机制、建立良好网络沟通机制、建立及时有效的信息披露机制、勇于承担责任稀释网络危机负面效应重设网络议题方面做好网络舆论引导；从加强政府官员形象意识、完善信息公开制度、建立责任机制、增强行政能力树立政府形象等方面做好提高官员能力工作；从转变政府官员形象管理意识，提高执政能力促进领导干部肩负网络传达民情的重要职责，对网络时代政府形象管理具有重要的引导作用和实际意义。
关键词：网络媒体  政府形象  舆论

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