On The New Media Of Public Communication

As digital technology, internet technology, and communication technology continue to develop, the new form of media which be called of new media keeps emerge. This article will drop the central point on public communication, researched systemized and scientifically through following aspects: the relationship between public communication and human communication behaviors, the Space of new media, the public communication and rational citizens, the agenda setting in new media and public communication, the control of new media.This article first identifies the definition of public communication. It points out public communication is a public movement which organized by all kinds of social groups or citizen, and the channel of it is media, also the object is social citizen. The core value of public communication is to maintain public interest, on the other hand, it plays an important role in democracy, harmonious community, and socializing of individual. In the time of mass communication, public communication is one-way direction, and also alienated by the political power and commercial control. Citizens are lack of the opportunity and idea of public communication. This article consider the mature of new media is interactive. Citizens turn to use and participate in the media positively, instead of being negative audience. New media supplies a new area of public communication, while the separation of the right to use and ownership supplies assumption of interactive. The public communication relies on developing communicational rationality. Because the citizen encounter the communication as individual, so communicational rationality assures the successful realization of public communication. Public rationality and public communication effect, support each other.Public communication protects public interest, which resulted in agenda setting. The agenda setting of new media could be divided to four periods: minority agenda, media agenda, public agenda and policy agenda., which added the minority agenda in the base of three traditional periods of agenda setting. Nowadays, the agenda setting of new media can not survive without traditional medias, the interaction between new media and traditional media do exists in the above process.The "gatekeeper" in new media is growing, as the interactive and the communicational rationality of public are arising. This kind of keeper could be called "joint keeper", and it is the obvious result of precipitation in the process of civic public communication. Though the periodical problems, such as negative aspects, artificial information, infringement information, and consumerism , still effect the public communication of new media., those negatives would be estimated in the supplement of new media itself, the growth of "gatekeeper", and improvement of communicational rationality of public.