The Influence of the “Softening” of New Media for Government Affairs on the Organizational Reputation of Government: A Survey Experiment Based on Government WeChat Public Accounts

In the network era, New Media for Government Affairs serve as a crucial channel for government-public interactions, significantly influencing the organizational reputation of government entities. The concept of “softening” in New Media for Government Affairs refers to the practice of garnering public attention by releasing more entertaining and informal content, often employing catchy and popular titles or engaging writing styles. In recent years, this trend has become increasingly prominent, sparking debates about the impact on the organizational reputation of government.

However, existing research on the relationship between New Media for Government Affairs and organizational reputation has several limitations. First, the definition of “organizational reputation” in relation to government remains ambiguous. Second, there are few comprehensive studies exploring the specific influence of the “softening” of New Media on government reputation. Third, most empirical research neglects to consider how everyday use of New Media for Government Affairs, including, for example, title framing, writing style, and content type, affects organizational reputation.

This paper addresses these gaps by examining whether the “softening” of New Media for Government Affairs enhances the organizational reputation of government and identifying the mechanisms behind this influence. Focusing on everyday use of New Media for Government Affairs, this study applies the Elaboration Likelihood Model(ELM) and Bureaucratic Reputation Theory to construct an impact model. An empirical analysis of data from 477 surveys and experiments reveals that use of “clickbait” titles and soft-topic articles negatively impacts the government's organizational reputation, while lively and engaging writing styles contribute positively. Furthermore, internet media literacy plays a moderating role: it not only enhances the positive effect of vivid expression but also exacerbates the negative impact of soft-topic articles on organizational reputation.

Based on these findings, this paper offers policy recommendations to improve government reputation through New Media for Government Affairs. These include: avoiding “clickbait” tactics, leveraging engaging writing styles, carefully selecting article topics, and enhancing public internet media literacy. This research uncovers the mechanisms by which the “softening” of New Media for Government Affairs affects organizational reputation, contributes to broader discussions on “building a positive organizational reputation”—a core issue in public administration—and expands application of Bureaucratic Reputation Theory. It also provides new insights for future studies on the organizational reputation of government.