In modern society, mass media are of fundamental importance to inform, educate and entertain the public through reflections on different aspects of society, such as educational issues, economic circumstances and political affairs. Benefiting from the development of new media technologies, the power of mass media to shape public perception on general issues has been greatly strengthened by achievements such as wider media public coverage and the ability of instant information transmission and updating. In addition to entertainment and public service announcement functions, mass media are also primarily used as an effective tool for advocacy purposes including advertising, marketing, propaganda, public relations and political communication. In particular, propaganda, which takes on the task of creating and directing public opinion as a certain form of communication, can be considered as one of the most important aspects of policy management that can easily and directly influence people's ordinary lives. . Referring to civil governance behavior, which could be defined as the management of a specific political party, public image plays a vital role in different spheres of political affairs. For example, the effectiveness of a democratic government in addressing the regulation and governance of a nation, the protection of its citizens' rights, the preservation of its security, prosperity and resources, the defense of its sovereign rights against foreign control , the improvement of citizens' morals could be enormously influenced by the public image of the political party that is in charge of the government. Therefore, in order to maintain a public image that is not only but...... middle of paper ...... and government, Princeton: Princeton University Press, pp. 111-22.Leach, R. (2006), 'Public Relations and Democracy', in Tench, R. and Yeomans, L. (eds), Exploring Public Relations, Harlow: FT Prentice Hall, pp. 79-92. Lukes, S. (1974), Power: A Radical View, London: Macmillan.McLellan, D. (1979), Marxism after Marx, London: Macmillan PaperMac.Miller, D. (1997), 'Public Relations and Journalism', in A. Briggs and P. Cobley (eds.), The Media: An Introduction, Harlow: Addison Wesley Longman, pp. 5-36.Moloney, K. (2000), Rethinking public relations: the meaning and substance. London: Routledge.Moloney, K. (2006), Rethinking public relations: public relations propaganda and democracy. London: Routledge.Posner, R. (2003), Law, Pragmatism and Democracy. Massachusetts: Harvard University Press.Scott, J. (1991), Who Rules Britain? Cambridge: Polity Press.