The Function Of Media In The Diffusion Of Policy

Nowadays, frequently international communication, information technology innovation, especially internet, improves policies and information spread in lager area. International, multilateral and region organizations pay more attention to standard policy frame. Developed country exports knowledge to developing country. All of these make more and more researchers focus on the diffusion of policy innovation.Preconditions of the diffusion of policy as follows: policy process is from close to open, exclusion to inclusion, which means that multi-policymaker exert important influence in policy making process. One of the most important ways for multi-policymaker to take part in policy making process is media. This article introduces some basic terms, such as diffusion, policy innovation, media, and so on; concludes former research conclusion; and constructs new study way and hypotheses. According to decision-making process model, the thesis designs functionary model for media and the diffusion of policy innovation to prove that media improve the diffusion. At the same time, the theory of technology innovation diffusion was also used for reference. And then, analyze the Case of XuZhou "City Morning Post" to prove the conclusion again. In the finality, the problems requiring further studies are discussed.Through analyzing, hypotheses were demonstrated: 1. actually, the diffusion of policy innovation is an information process, so, diffusion has relationship with media; 2. policymakers get information from media. Otherwise, there are some conclusions: 1. media spread information effectively and reduce uncertainty; 2.meadia can speed innovation birth; 3.media plays a role in the process of policy diffusion from lengthways orientation, 4. media plays a role too in the process of policy diffusion from landscape orientation, 5. through positive analyses, media's function is more obvious. in single process.