The Influence Of Media To The Government's Public Policy In The Chinese Transconformation

With the rapid and sustained development of Chinese economy, and the acceleration of social transformation, the reallocation of interest and different interest groups has been arisen in China. In the process of formulating public policy, if there were not serious and comprehensive discussion of Acts, it might destroy the advantages of certain groups after its implement, and as a result lead to social discontent and unrest. Thus, in modern society, the process of public policy-making is a game playing of different interest groups, in order to take all aspect of interest into account after the formulation. Meanwhile, the mass media will surely play an important role in this process.In this paper, it begins with the relationship of mass media, the audience and the public policy of government, and discusses the relation of mass media and democracy. It is essential that people should be provided a full range of critical information by various communication channels, to ensure their participation of political and social rights.In the current social transition period, and the premise of the new social environment in which the Chinese media being, not only the government functions, the audience structure, but also the ecological environment of the media, have undergone tremendous changes. The role of the government gradually transfers from the Almighty into a limited liability one, which has increasingly concerned about the public service and public affairs management. People with various ways of living and thinking form the complex audience groups. The reform of media institution, the influence of Western concept of news, the rapid development of internet media, as well as the marketization of media all bring big changes to the media ecological environment.Integrating both subjective and objective factors such as functional changes of government and structural changes of audience, the paper simplifies the process of public policy-making as five steps, namely the issues building, the policy development, policy implementation, policy evaluation and policy amendment. Followed by discussion of the impact of mass media on the public policy in the five steps, the paper gives analysis the main factors which constraint the function of Chinese media on public affairs management and discussion relevant countermeasures.