The Change And Adjustment Of Political Communication In New Media Age

Weibo(Sina),wechat(Tencent), digital television,touch media and so on,they are all new media and also produced by the innovative forms of internet technologies. With respect to the traditional media and new media, for example, newspaper, radio, television and magazine, which are vividly called "the fifth media". Users of mob ile phones have reached up to 557 millions in 2014, at the same time, the rate of internet has increased to 83.4% by mobile phone, for internet users, which has become to the common ground. Meanwhile, the increasing development of social media, which have impacted on the pattern of new media space, will give a big shock to the system of traditional political communication. All in all, new media play a significant role in the structure of political communication, and also in causes and mechanism, the essence and the rule.Marshall Mc Luhan,the media theorist, supported that changes of media would stretch the boundaries of your capabilities and help you get more information which varied from person to person. Therefore, Mc Luhan strongly believed that media would reshape the psychology of public and control the direction of public opinion.Political communication was placed in the context of new media, and we analyzed the relationship between new media and components which are audience, media and communication. First, the new media have made the traditional political audience groups gradually and presented the nonlinear propagation mode; Second, the transmission way of the new media has broadened the body of political communication, strengthened the influence of message, but "the subordinates model" has been challenged; Finally, "fragmentation" and "self media" can make the new media intervene in the hot news quickly, weakening the influence of traditional media, however, it can also help deepen the depth of traditional media.The diversification of new media expanded channels of political communication and strengthened the guidance in public opinions.Meanwhile,for traditional audience,the bottom- up of communication partly changed the situation that receiver passively accepted the political information.New media will make disseminator public and help traditional political communication move towards political exchange.