论地方政府媒体形象塑造

我国政府职能正由全能型向有限型转变，政府角色由过去无所不包，无所不办者向提供服务者转变。由于现实行政体制条块分割严重，部分政府官员观念依然陈旧，新闻传播及政府形象塑造的观念和知识较为贫乏。由此带来媒体运用理念滞后，新闻发言人制度缺乏互动机制等一系列问题。地方政府如何进一步提高媒介素养，与新闻媒体形成一种良好的互动，借助媒体塑造自身的良好形象，推动政府各项工作顺利进行，已成为当前我国地方政府亟待研究的课题。本文以南京市政府为例，详细分析地区新闻媒体变化发展趋势、政府的政策议程设置与实施、政府危机管理的传播策略，并对政府媒体形象塑造实践中出现的问题作出分析，提出对策建议。

Analysis of Government Image Establishment with Press

China is in the process of an important historical transitional period. The government function changes from versatile to limited. The role of the government changes from a comprehensive and omnipotent one to a service provider. Due to the severe segmentation in the existing institution, the obsolete mindset among some of the government officials, lack of the concept and knowledge in communication and government image establishment, a series of problems arose including the outdated concept of press operation and lack of interaction in spokesperson mechanism. Under the background of the increasing open information and function transformation of the government, how to promote the smooth implementation of government work by further improving the press-oriented mentality, establishing a positive integration with the press and establishing a positive image with the help of the press has become a topic of urgency for the local governments of China. This article takes Nanjing government as an example and makes a detailed analysis of the change and development trend in local press, government policy agenda setting and implementation, government crisis management and communication strategy. It also analyses the problems in the government press image establishment and raises the policy suggestions.