摘 要
从全球范围看，信息化已经成为时代发展的主流。科学技术的进步，在推动信息社会的发展方面发挥着越来越重要的作用。新媒体成为这个时代的宠儿，在它迅速发展的同时，它也越来越多地影响着我们的生活。联系到国内，我国各级行政领导者作为政府公权力的代表，却在新媒体时代中屡屡被媒体曝出负面事件。在当前我们追求建设廉洁政府、法治政府、服务政府的大背景下，这种负面情况的层出发生已经直接或间接地造成了政府形象危机。因此，如何从理论上认识和理解行政领导者公共形象塑造问题、如何在实践中提出有建设性、有可操作性的形象塑造对策成为一个不可回避的现实课题。
公共关系理论、领导特质理论和领导行为理论是支撑行政领导者公共形象塑造的理论基础。在实践中，政策、经济、思想文化等宏观因素从大环境制约行政领导者公共形象塑造，主体、公众、媒介等微观因素则从小细节影响行政领导者公共形象塑造。行政领导者公共形象塑造的主要特征在多因素作用下表现为静态性和动态性、透明性和影响性、代表性和风险性的对立统一。行政领导者公共形象塑造过程中出现的问题，是多主体共同作用的合力结果。首先，行政领导者自身在形象塑造中存在偏差，自身素质有待提高，公共形象塑造的意识和能力缺乏。其次，新闻媒介的部分宣传报道有失客观理性，“变色龙”
做派、片面报道、选择性报道等现象频出。再次，社会公众与行政领导者互动不畅，对领导者监督丧失、信任感流失，与领导者沟通机制缺失。最后，政府的形象意识和改革实践落后，公共形象塑造意识和形象危机化解能力缺乏，政府体制改革相对滞后，政府运行缺乏透明度。
改善和提高我国行政领导者公共形象塑造，需要从三个层面集中发力。第一，从意识层面开启行政领导者公共形象塑造，树立正确的政绩观，提高领导者形象塑造意识。第二，从实践层面推进行政领导者公共形象塑造，提高领导者的媒介素养，增强媒体形象塑造的自主性，提高领导者自身综合素质。第三，从制度层面强化行政领导者公共形象塑造，加强领导者行为制度管理，健全公众与领导者的沟通机制，建立专门的政府形象管理机构，实施明确的绩效考评机制。
关键词：政府；行政领导者；公共形象塑造；现状；对策
Abstract
From a global perspective, informationization has become the mainstream of thedevelopment of the times. The progress of science and technology is playing anincreasingly important role in the development of the information society. The newmedia has become the darling of the times. In the rapid development of the new media,it is also increasingly affecting our life at the same time. In China, as therepresentatives of the government authority, all levels of administrative leaders aremore or less exposed by the media with negative events repeatedly in the era of newmedia. Nowadays under the background of pursuing the construction of a cleangovernment, legal government and service government, the layer of negativesituations has caused a government image crisis directly or indirectly. Therefore, howto theoretically understand the pubic image building problems of administrativeleaders and provide constructive and operative countermeasures of public imagebuilding in practice become a practical issue that can not be avoided.
The theory of public relations, trait theory and leadership behavior theory are thetheoretical basis for supporting the public image building of administrative leaders. Inpractice, the public image building of administrative leaders is restricted by the macrofactors like policy, economy, ideology and culture, and affected by the micro factorslike main body, the public, the media, etc. Under the function of multiple factors, themain feature of the public image building of administrative leaders manifests itself asthe unity of opposites of static and dynamic, transparency and impact,representativeness and risk. The problems in the process of public image building ofadministrative leaders are the result of interaction of multi-subject ability. First of all,the administrative leaders have deviation in the image mold, their qualities should beimproved, and they lack the awareness and ability of public image building. Secondly,some public media reports are lack of objectivity and reason. The phenomenons of“chameleon” style, one-sided reporting, selective reporting are frequently seen.
Thirdly, the interaction between the public and the administrative leaders is notsmooth. The leaders are of the loss of trust, loss of supervision, and lack of leadershipcommunication mechanism. Finally, the government's consciousness of image andthe reform and practice of image building has fall behind . The government lacks theconsciousness of public image building and the ability to resolve the pubic imagecrisis. The government structural reform is lagging behind. The operation ofgovernment lacks transparency.
In order to improve and enhance the public image building of the administrativeleaders in China, we need to focus on three levels. Firstly, building the public imageof administrative leaders from the level of consciousness. A correct view ofachievements should be established, the leader ' s image building consciousnessshould be improved. Secondly, promoting the public image building of administrativeleaders from the practice level. The leaders' media literacy should be improved, theautonomy of the media image of the leaders should be enhanced, the comprehensivequalities of leaders should be improved. Thirdly, strengthening the public imagebuilding of administrative leaders from the system level. The leader behaviormanagement system should be strengthened, the public communication mechanismshould be perfected, the government image management agencies should beestablished, the clear performance evaluation mechanism should be implemented.
Keywords: Government; Administrative Leaders; Public Image Building; Status Quo;Countermeasures
目录
第 1 章 绪论
1.1 研究目的与意义
1.1.1 研究目的
1.1.2 研究意义
1.2 国内外研究综述
1.2.1 国内研究综述
1.2.2 国外研究综述
1.3 研究的主要方法
1.4 研究的主要内容
1.5 论文的创新之处
第 2 章 多理论支撑下行政领导者公共形象塑造的一般理论
2.1 行政领导者公共形象塑造的理论基础
2.1.1 公共关系理论
2.1.2 领导特质理论
2.1.3 领导行为理论
2.2 行政领导者公共形象塑造的概念界定
2.2.1 行政领导和行政领导者
2.2.2 公共形象塑造
第 3 章多因素影响下行政领导者公共形象塑造呈现的基本特性
3.1 行政领导者公共形象塑造的影响因素
3.1.1 宏观因素：从大环境制约行政领导者公共形象塑造
3.1.2 微观因素：从小细节影响行政领导者公共形象塑造
3.2 行政领导者公共形象塑造的主要特征
3.2.1 静态性和动态性
3.2.2 透明性和影响性
3.2.3 代表性和风险性
第 4 章多主体共同作用引发的行政领导者公共形象问题
4.1 行政领导者：自身在形象塑造中存在偏差
4.1.1 行政领导者自身素质有待提高
4.1.2 行政领导者公共形象塑造意识缺乏
4.1.3 行政领导者公共形象塑造能力不足
4.2 新闻媒介：新闻报道有失客观理性
4.2.1 “变色龙”做派
4.2.2 过度的片面报道
4.2.3 选择性报道
4.2.4 交流机制不完善
4.3 社会公众：与行政领导者互动不畅
4.3.1 对领导者监督丧失
4.3.2 对领导者信任感流失
4.3.3 与领导者沟通机制缺失
4.3.4 对领导者存在某种“崇高”期待
4.4 政府：形象意识和改革实践落后
4.4.1 公共形象塑造意识缺乏
4.4.2 缺乏化解形象危机的能力
4.4.3 政府体制改革相对滞后
4.4.4 政府运行缺乏透明度
第 5 章 多层次视角里优化行政领导者公共形象的对策
5.1 从意识层面开启行政领导者公共形象塑造
5.1.1 树立正确的政绩观
5.1.2 提高领导者形象塑造意识
5.2 从实践层面推进行政领导者公共形象塑造
5.2.1 提高领导者的媒介素养
5.2.2 增强媒体形象塑造的自主性
5.2.3 提高领导者自身综合素质
5.3 从制度层面强化行政领导者公共形象塑造
5.3.1 加强领导者行为制度管理
5.3.2 健全公众与领导者的沟通机制
5.3.3 建立专门的政府形象管理机构
5.3.4 实施明确的绩效考评机制
结 语
参考文献
致谢
