随着全球化、网络化时代的到来,政治人物如何利用大众媒体对自身的公共形象进行成功塑造,成为广受学界和业界关注的课题。我们可以从界定政治人物的公共形象的含义和特征入手,对中西方政治人物的公共形象塑造的特征进行对比研究,在此基础上,对目前我国政治人物尤其是政府领导人公共形象塑造提出进一步改进的可行性路径。 With the advent of globalization and the advent of a networked era, it has become a topic that has drawn a lot of attention from academia and industry as to how politicians use the mass media to successfully shape their own public image. We can start with the definition of the public image of the political figures and their characteristics, and then compare the characteristics of the public images of the political figures in China and the West. On this basis, we can further analyze the current public figures of Chinese political figures, especially the government leaders Improvement of the feasibility of the path.