The Relationship between We Media and the Government Image

In the public agenda, the salience of the attributes and the objects affects the evaluation and behavior of the public on the object, and there are positive and negative values of the attributes and the objects. In the “we media” era, it reflects the four relations between “we media” and the government image in the image shaping of government. Therefore, there are four different states - the positive image of the government propagated by the positive media, the negative image of the government propagated by the positive media, the positive image of the government propagated by the negative media and the negative image of the government propagated by the negative media. The relationship between “we media” and the government in each state has different characters and challenges. In order to properly handle the relationship between “we media” and the government and achieve a win-win situation, we are supposed to: recognize the propagation environment of “we media”, be good at using “we media” in a timely manner to understand the trend of public’s opinions, improve government’s media quality, strengthen cooperation between “we media” and the government, improve the media quality of the media and the public.