摘 要随着互联网在我国迅速的普及和突飞猛进的发展，新媒体逐渐步入人们日常生活。当前，新媒体不断渗透政治生活当中，不仅给政府形象塑造带来巨大挑战，也改变了公众政治参与方式。新媒体环境下，政府行政管理方式改革是适应环境的必须做法，也是公众话语权的强烈要求，新媒体为公众参政议政提供重要平台，也使政府政务暴露在阳光下，地方政府形象塑造由传统媒体时期的主动变为被动，公众参与由被动变为主动。政府上网是适应新媒体环境的合理做法，政府网站、政务微博和政务微信等相继出现，为政府和公众双向沟通提供多样化渠道，如何借助新媒体工具塑造形象是本文研究重点。本文以新媒体为视角探究政府形象塑造的做法，主要通过找出我国地方政府在新媒体平台下塑造政府形象的问题，并进行原因分析，最后提出提升我国地方政府形象塑造对策。关键字：新媒体；政府形象；塑造AbstractWith the rapid popularization and rapid development of the Internet in China, the new media has gradually entered people's daily life. At present, the new media seepage of political life, constantly bring government image shape not only big challenges, also changed the way the public political participation. Under the new media environment, 'the government administrative reform is to adapt to the environment must practice, as well as the strong requirement of public right, the new media provides the important platform for the public participate, also make government affairs exposed to sunlight, local government image from passive to active, from passive to active public participation.Government on the Internet is a reasonable approach to adapt to the environment, the government website, weibo and e-government WeChat such as camera, for in the two-way communication of the government and the public to provide diversified channels, how to use new media tools to shape the image is the key point of this study. Based on new media perspective to explore the practice of government image mol...
