【摘要】 政府如何应对智能社会对行政场域的解构，并在网络空间中建构政府形象，对提升政府权威、履行治理职能具有重要意义。论文援引后现代公共行政的理论视角，通过在W市的参与式观察，厘清了网络空间中政府形象建构的过程细节。研究发现，政府通过生产、呈现和反馈三个阶段实现其网络空间的形象建构：在形象生产阶段，政府会选择兼具权威性和群众性的语料素材，充分发挥转译过程的想象力，并保持组织内外部对话和灵活调适。在形象呈现阶段，政府通过规律和偶发的组织动员积累人力资本，通过反差呈现、剪辑技巧、稳定更新的经验模式，最终呈现出启发式个人独白、对话问答和情景剧三类反映政府形象的视频素材。在形象反馈阶段，政府采用亲民的话语表达、呈现差异化观点和以针对性回复促进公众参与等方式，在网络空间和现实空间两个维度上，分别对政府和公众产生结果反馈。更多还原

【Abstract】 How the government addresses the deconstruction of the administrative sphere by an intelligent society and constructs its governmental image in cyberspace is crucial for enhancing governmental authority and fulfilling governance functions. Drawing upon a theoretical perspective from postmodern public administration,this article employs participatory observation in City W to elucidate the detailed processes through which governmental image is constructed in cyberspace. The research findings indicate that the government ’ s cyberspace image construction occurs through three stages:production,presentation,and feedback. In the production stage,the government strategically selects discourses characterized by both authority and public accessibility,leveraging imaginative interpretation while maintaining flexible adjustments to internal and external organizational contexts. In the presentation stage,the government accumulates human capital through both routine and spontaneous organizational mobilization. It employs contrastive presentation methods,editing techniques,and a pattern of consistent updates to produce three primary forms of government-image-oriented video content: heuristic monologues, dialogues in question-and-answer formats, and scenario-based performances. Lastly,in the feedback stage,the government encourages public participation by adopting accessible,approachable language,acknowledging diverse perspectives,and providing customized responses,ultimately generating reciprocal feedback loops between government and public across both virtual and real-world dimensions.更多还原