Innovative Thinking On The Propaganda Techniques In New Media Era

It is an indisputable fact that human society is marching into the new media era. We use micro-blog anytime at anywhere, online self-demand IPTV, subscribe to the latest information in the mobile, and maintain our social network at Xiaonei.com. Thus, the research of new media has also become a popular field of journalism and communication.However, the current domestic research shows that most studies of new media stays at the technical level, discussions are always on the definition of the concept of new media, features of the new media, and prospect of new media etc. President Hu Jintao made an inspection in People's Daily. During his inspection, he said, "Internet has become a hub of ideological and cultural information as well as an amplifier of public opinion." Some papers that study the role of new media in journalism gradually appear in the newspaper, yet lack of systematic exposition.Books on the studies of journalism were mostly published before the nineties of last century. The studies conducted in that period of time were closely linked with history and construction of CPC. Therefore, most researchers of journalism had political professional background. However, the researchers of new media are often experts specializing in the field of news dissemination and rarely focus on the political issues. One result is that researchers who study the new media do not care about publicity and theory whereas those who study publicity and theory are lack of communication perspective.In the new media age, there isn't any works related with the impact of new media on journalism and propaganda and how to make better use of new media in the field of journalism and communication. This is the main goal of this paper.This paper is set against the context of the new media age in the period of social transformation. Through macro-theoretical perspective, starting from the propaganda techniques, this paper aims to analyze how the emergence and rapid development of new media will influence journalism and propaganda. The keyword of ChapterⅠis new media. Starting from the new media era, by explaining the emergence of new media through concepts and features, chapterⅠcenters on the function of new media in journalism and propaganda. The keyword of ChapterⅡis propaganda techniques. This chapter centers around the definition, role and development of propaganda techniques, lists seven kinds of commonly used propaganda techniques and analyzes the effect of each technique. By a comparison between the traditional media and new media, this chapter discusses each of the seven common propaganda techniques and analyzes whether they are applicable to this new media age. The keyword of ChapterⅢis innovation. By illustrating two media means in the new media age, i.e. internet media and mobile media, this chapter analyzes the characteristics of both means and the characteristics of their users. This chapter also discusses which propaganda technique is applicable to internet, and which propaganda technique is applicable to mobile media. This paper thus intends to reveal how to achieve the best effect of publicity by innovative techniques in the new media age.