Research On China's Internet Media Policy

The deep integration of the Internet and human society,has not only changed the way of communication,but also reshaped social politics,economy,culture and life forms.Over the past 20 years,with the popularity of the Internet in China,Internet media has evolved from a fringe emerging media to a well-deserved “mainstream media”,which has become an important force in influencing and guiding public opinion.The Internet media policy is a series of codes of conduct and norms,that formulated by the Communist Party of China and the government to regulate the operation of Internet media.It largely controls the development of Internet media,establishing various frameworks for Internet media operations,shaping and constructing Internet media role functions,market industries,production methods,performance evaluation,and social image.Internet media policy is not only an unavoidable field for us to research and understand Internet media,but also an unavoidable issue to help the healthy development of Internet media.At present,most of the research results of Internet media policy either focus on macro-system analysis or focus on micro-network communication problem analysis,but lack comprehensive analysis of the relationship between policy and politics,economy and culture from a medium perspective.This paper attempts to integrate the relevant theories of journalism communication and public policy research,enter the process of China's Internet media policy from the meso-perspective,study its formulation and implementation mechanism,analyze the problems and challenges between policy supply and demand,and propose corresponding countermeasures.The development and growth of China's Internet media need the correct guidance of policy.China has formed some effective policy measures in the management of vulgar content management,the security of Internet and the fight against cybercrime.However,there are still some places worthy of reflection in the control of Internet media content and industrial development.The evolution of Internet media policies is influenced by both network technology and network management systems.On the one hand,Internet media management requires a reasonable top-level design and a converged policy system,because Internet technology is rapidly changing,Internet media forms are changing at a high frequency,and Internet communication functions are increasingly aggregated.On the other hand,due to the inertia of media industry regulation,the top-down management mode and the fragmented management pattern of the government,the adjustment of China's Internet media policies cannot keep up with the pace of the development of Internet media.The imbalance between policy supply and demand is a problem that must be solved to promote the sustained and rapid development of China's Internet media.In the policy process,the supply and demand of Internet media policies are closely related to policy development,implementation and evaluation.As an important part of the ideological field,Internet media is destined to be dominated by the party and the government.In the policy-making process,the determination of the policy problems of Internet media mainly comes from the ruling needs of the party and the government departments' recognition of the problems of Internet communication.The creation of policy agenda is mainly based on the mode of "internal input",and the basic principle of the party in charge of media is embedded in various forms in the process of policy program selection.In the policy implementation process,a two-track operation and multi-level management Internet media policy implementation system has been formed.Policy implementation will focus on administrative means such as examination and approval,content review,special operations and administrative interviews.From the perspective of policy evaluation,China has not yet formed a systematic policy evaluation mechanism for Internet media,and it lacks necessary follow-up monitoring and follow-up feedback on policy effects.On the whole,under such a policy operation mode,the party and the government can quickly launch the policy agenda for the issue of Internet communication,and form a policy plan,which has a good effect on the social regulation Internet media.However,such a policy operation mechanism is also likely to lead to excessive emphasis on media ideology and over-reliance on control means,resulting in narrow policy ideas and narrow policy choices.These problems become more and more obvious with the expansion of Internet communication,and the situation of constraining the development of Internet media becomes increasingly serious,and then it is difficult to implement the policy objectives continuously and effectively.In the face of Internet technology expansion and social economic development,China's Internet media policy needs to be properly adjusted.Based on the predicament and challenges of China's Internet media policy,this paper believes that China's Internet media policy needs to strengthen the top-level design,update the concept,innovation system,balance policy structure,scientifically handle the relationship between policy objectives and policy instruments,and deeply reconstruct the policy system.Opening the policy process,form a pluralistic co-governance model and diversify the main bodies,and improve the policy-making mechanism and decision-making procedures.Improving the policy oversight mechanism,establish a sound evaluation system,and comprehensively improve the quality and efficiency of policy implementation.Finally,the benign development of the Internet media policy system will be realized.