Abstract:

To understand the change of government image communication in the age of omnimedia, content analysis were adopted to investigate the information release of Shanghai municipal government platforms based on the theory of agenda setting. The results show that the government adopts various media platforms for round-the-clock release; uses both graphic and text in visual presentation; pays more attention to user demand in behavior presentation; affinity, authority and transparency are the main characteristics in value pursuit. In order to improve the effects of government image communication, it is necessary to deal with these four relationships, that is, self-centered and user-centered, media convergence and media subdivision, content and channel, daily operation and emergency management.

Key words: omnimedia, government image communication, network agenda setting, content analysis