政府形象的塑造和传播首先依靠其施政行为,但随着媒体时代的来临,通过媒体来塑造和传播政府形象变得越来越重要。在当今社会,政府形象的媒体传播已不可能是单向和随心所欲的传播,而是一个互动的过程。将传播者——受众,以及受众反馈——传播者的双向过程结合起来,才 The shaping and dissemination of the government image depend firstly on its governance behavior. However, with the advent of the media age, it becomes more and more important to shape and disseminate the government image through the media. In today’s society, the media image of the government image can not be transmitted unidirectionally and arbitrarily. It is an interactive process. The communicator - the audience, as well as audience feedback - the communicator’s two-way process together, just