New Media Management Under The Perspective Of Media Government Relations

Internet communication has changed and will continue to change Chinese news dissemination pattern. With the rapid development of new media technology, in recent years, a large number of traditional media audience has been shunted and the traditional media discourse power centers have been continually dispelled. In the influencing pattern of dissemination, the interweavements between the traditional media and new media further highlight the importance and urgency of macro management.The definition of media management made by the academic circles is generally divided into broad sense and narrow sense. The narrow sense of media management refers to the coordination, organization, leadership and control of media staff and making full use of media resources to achieve the goal of the established media development process. While the broad sense of media management not only indicates the management within the media organizations but also includes external state media system and management system. In this paper, the focus of media management mainly concentrates on the discussion concerning the state management of the new media. Taking the government and media relations as dimension, and through text analysis, comparative analysis, in-depth interviews and field research methods, this paper focuses not only on observing what are the changes in government and media relations in respect of government macro management, but also on analyzing how these changes have produced the government adjustment of management policy in the macro management of the new media. Furthermore this paper reveals the rebuilding of the relationship between government and the new media, the characteristics of the present relationship and then the discussion about the positive and negative effect of China’s new media management upon the new relationship between government and media.With the aim of combing chronologically the development of China’s new media management policy and the process of institutional construction of the system, and through the horizontal comparison of the mechanism of the traditional media management system in our country, this paper makes a summary analysis of the present change of China’s new media management and innovation. Then with the two types of new media of our country-the typical news websites and commercial websites as the research sample, this paper focuses attention on the idea of separating the newsreel making and the policy characteristics of the party and the government in the management of these two types of site:with the Bo Xilai case trial as-a study case, and through the same topic news production, dissemination and the contrast of the quantitative analysis of influence, this paper reveals the characteristics of relationship between the government and the new media enterprise after rebuilding in respect of "symbiosis, regulation, compromise and cooperation". Finally, in conclusion, with the help of in-depth interviews and field research, this paper makes a brief analysis of relationship between the government and the new media in reference to "symbiosis, regulation, compromise, cooperation" as well as the positive and negative effect in the government management of new media produced by the idea of separating newsreel making as management policy.