【作者】 张恩韶；

【导师】 文军；

【作者基本信息】 华东师范大学 ， 政治学理论， 2011， 博士

【摘要】 政府形象是政府综合能力的体现,由社会公众根据其呈现的外在特征予以评价。从这个意义上讲,政府形象包括两个方面：一个方面是政府组织系统作为有内在结构功能与行为机制的体系在运行过程中所产生出来的客观的总体效应；另一方面是政府所服务的社会公众在对政府组织系统的客观总体效应进行评价时所产生出来的综合印象。因而,政府形象的提升不仅意味着政府效能的改进,也意味着政府赢得了社会公众更大的心理认同。网络舆论危机是现代政府在网络技术条件下面临的一种危机形式。政府负面信息经由网络的即时、大范围传播,引起了社会公众通过网络舆论对政府权威的质疑和挑战。政府对此如果不能采取及时、正确的回应措施,便会降低政府自身在社会公众中的支持度和认同感,从而引发以行政权力为实质内容的政府形象危机。但是对于政府形象而言,危机不只意味着一种消极的破坏力量,它还可以是政府重塑自身形象的良机。通过网络舆论危机的有效管理,政府可以重新获得公众的信任和认同。而以此为契机建立起来的良好政府形象,也将成为提高政府网络舆论危机管理的有效资源。二者这种互为因果的复杂关系,奠定了网络舆论危机背景下政府形象塑造问题的可行性基础。中国正处于社会转型的加速期,整个社会发生着巨大的变革,因经济体制转轨和政治体制变革产生的利益分化、利益冲突现象日益增多,社会公众迫切希望政府在提高行政效能的同时,能够兼顾社会公平。为此,公众积极寻求利益表达渠道以向政府输入愿望和要求。但是由于历史和体制的原因,我国现有的体制内参与渠道尚不能充分满足公众的利益表达需求。网络的出现,一定程度上改变了这种状况。它具有匿名性、快捷性等特征,使得公众更愿意运用这种平台进行利益表达。从这个意义来说,它在推动中国民主化进程方面的作用是应当值得肯定的。然而,我国公众的参与能力、素质均不是特别理想,而网络舆论本身又是一个充满理性和非理性表达的矛盾体,加之政府在公共事务的管理过程中的确存在问题,在这些因素的综合作用下,中国网络舆论危机得以爆发,并对政府形象塑造过程中的两大核心因素——政府的公信力和合法性造成了严峻的挑战。在这种严峻的形势之下,中国政府形象的塑造问题便显得尤为紧迫。从现实状况来看,我国政府采取了相关的措施,使得网络舆论危机得到了初步的治理,但是由于网络舆论危机还是一种新生事物,政府对这种危机的内在规律和发生机理尚未完全掌握,其治理措施的实施效果并不令人满意。除此之外,政府在网络舆论危机管理过程中自身也存在一些问题,例如：政府诚信亟待加强、政府行为规范尚需完善、政府应急财政制度亟待建立、政府危机决策与管理机制尚需优化。而之所以出现如此多的问题,从根源上讲,可以归结为：政府网络舆论危机意识淡薄、政府及其工作人员的行政道德失范、政府网络公关能力亟待提升、网络舆论危机管理机制变革的动力不足。在上述因素的综合作用之下,中国政府形象的塑造表现出诸多不足。针对上述网络舆论危机下中国政府形象塑造的问题与不足,政府如欲完成良好形象塑造的艰巨任务,需要重塑自身的价值理念,以责任理念、民本理念和绩效理念引领网络舆论危机的管理过程。同时,政府还要采取具体的策略,例如：强化网络舆论危机管理意识、健全网络舆论危机管理法制体系、建立网络舆论危机管理财力保障机制、构建网络舆论危机协调治理机制、完善政府网络舆论危机管理信息发布机制。更多还原

【Abstract】 Government image is the reflection of the government’s comprehensive ability, evaluated by the social public according to its external characteristics. In this sense, the government’s image includes two aspects as follows, one is the objective overall effect generated from the governmental organization system with internal structure and activities in the operation; the other is the integrated impression given by the public when they evaluate the objective overall effect. Thus, to enhance the image of the government not only means the improvement of the government efficiency, but also means that the government has won the public greater psychological identity.Network public opinion crisis is a kind of crisis for modern government under network technologies. Disseminated timely and extensively through the network, negative information causes challenge to government authority. If the Government can not take timely and correct responses, it would reduce the public support and identity, giving rise to image crisis, the essential content of which is executive power crisis. But to the image of the government, the crisis not only means a negative destructive force, it can be the government’s opportunity to reshape its image. Through the effective management to the network public opinion crisis, the government can regain the public’s trust and recognition. The good image of the government set up through this opportunity, will become an effective resources to improve the network public opinion crisis management. The complex relationship between each other provides feasible foundation for building the government image under the circumstance of the network public opinion crisis.China is in accelerated phase of social transformation. The whole society is undergoing tremendous change. The phenomenon of interest division and conflicts are increasing due to economic and political transition. The public is eagerly expecting the government to take social equity into account while improving the administrative efficiency. Thus, the public seek the input channels of expression actively to express their aspirations and demands to the government. However, due to historical and institutional reasons, our existing channels of participation within the system still can not fully meet the expressed needs of the public. The advent of the Internet has changed this situation to some extent. It has the anonymity, speed and other features, making the public more willing to use this platform to express their interest. In this sense, it should be worthy of recognition when promoting China’s democratization process. However, the ability of participation and quality of our public are not very ideal, and the network media itself is a full expression of rational and irrational contradictions, coupled with the Government indeed have trouble in the course of public affairs. Under the combined effects of such factors, Chinese network public opinion crises outbreak and cause serious challenges to the two core factors of the image of the government, the credibility and legitimacy of the government.Under such severe situation, building the image of government in China appears to be particularly urgent. From a practical point, our government has taken relevant measures, making the network public opinion crisis receive an initial management. However, the network public opinion crisis is an emergent novelty. The government can not fully grasp the internal rules and pathogenesis of the crisis. The effect of control measures is not that satisfying. In addition, in the process of the crisis management the government itself has some problems as follows. The government’s integrity should be strengthened; the government has yet to perfect a code of conduct; the government needs to establish the emergency financial system urgently; the government crisis management mechanism needs optimizing. The reasons for so many problems have appeared, speaking from the source, can be attributed to these as follows:poor awareness of the government network public opinion crisis, the government and its administrative staff lacking moral demonstration, weak public relations capacity of the Government, inadequate driving force in network public opinion crisis management. Due to the combination of above factors, there are still many deficiencies in building the image of the Chinese government.Aiming at the above problems and shortcomings of building the image of Chinese government under the network public opinion crisis, the government needs to reshape its values and leads the process of network public opinion crisis management with responsibility, people-oriented idea and performance philosophy if it wishes to complete the arduous task of building the image. Meanwhile, the government should also take specific strategies, such as strengthening the awareness of crisis management, improving the legal system of the network public opinion crisis management, building financial guarantee mechanism of the network public opinion crisis management, building the governance coordination system and improving the information dissemination mechanism of the network public opinion crisis management.更多还原