政府形象传播的现实困境及其破解路径

当前政府形象传播面临诸多现实困境,比如能力困境、责任困境、接受困境、道德困境和引导困境等,产生这些困境的主要原因是期待与现实的反差、宣传与交流的信息失衡及问责与担当的制度缺位等。破解政府形象传播的现实困境应从以下几方面着手:一确立服务公众的形象本位,二畅通对话交流的形象渠道,三巩固为民谋利的形象符号,四疏解舆论监督的形象批评,等等。

The Realistic Predicament of Government Image Dissemination and Its Cracked Path

The current government image communication are facing many practical difficulties,such as ability,responsibility,acceptance trouble,moral dilemma and guide difficulty and etc.The main reason of producing these difficulties are the contrast of expectation and reality,the information imbalance of propaganda and exchange,and the systematic absence of accountability and responsibility and etc.Crack the dilemma of government image spread should do from the following several aspects: One,to establish the image of the public service standard;Second,set a smooth communication image channel;Three,consolidate the benefit of image symbols for the people;Four,to ease the supervision of public opinion image criticism,and so on.