In The Era Of Web 2.0, The External Communication Of The Organization For The Public

In the era of Web2.0, information environment, communication activities and relationship scene of human being have stepped into a new stage. In this new age, organizations have become more sensitive to and dependent upon the external information environment, while the external information environment's movements and changes have been influencing organizations' developing status and even existence more and more. Therefore, the external organizational communication (especially communication towards the general public) has become strategically significant to organizations in the Web 2.0 Era.It's worth noting that, new phenomena, new problems, new conflicts and new challenges of external organizational communication emerging in recent years have been shown that, external organizational communication in the Web 2.0 Era has been undergoing some revolutionary changes——new communication rules, new operating mechanism and new relationship modes are making effect. However, academic literature review shows that, Chinese academia's theoretical response to these questions is inadequate.Therefore, this thesis aims to explore the new rules and new characteristics of external organizational communication (especially communication towards the general public) in the Web 2.0 Era, and to make theoretical explanation and conclusion. Suggestions about the external organizational communication strategy in the new environment will be proposed.In view of the complex relationship of communication subjects and the complex dynamics of communication process of the external organizational communication in the Web 2.0 Era, the Complex network analysis will be applied in this thesis together with case studies, to investigate the communication relationship and operation of the external organizational communication in the Web 2.0 Era.The major conclusion of this thesis is:the external organizational communication towards the general public in the Web 2.0 Era is a return to the original dialog between people, as well as a new type of dialog which has unique characteristics of complex dynamics in the Web 2.0 Era. This new type of dialog has been providing unprecedented historical opportunities for organizations to achieve the ultimate goal of external organizational communication, but also has been challenging organizations that are accustomed to traditional mass media (Television, Radio, Newspaper and Magazine) environment. Based on this analysis, suggestions about the strategies of the external organizational communication in the Web 2.0 Era have been proposed.