News Communication And City Soft Power

In recent years, with the accelerated process of urbanization and the advent of urban society, the tension of competition and Cooperation between cities is growing in intensity. Withing different resources,the cities are taking different kinds of strategies to change the economic structure and have urban development in transition to gain an advantage. However, the prior agreement of the fact that many cities are focus on the city soft power. In order to achieve sustainable development,cities bring "soft power strategy" with which attractiveness and influence into line in their official plan.In the global information era, soft power depends on proliferation and wide spreading. Only when a city being understanding and spreading widly, its soft power can be increased. This is the information hub of urban society----news media's responsibility. Agenda Setting, Public Opinion, Media Reality, and Media Events, are impose on soft power directly and mostly. Therefore, on the strategic sense, how to use news media to create and implement the soft power, has become a challenge to cities in information age. This paper chose the frame of city soft power, to explore the mechanisms how the news media impacting on city soft power. The Eleventh Asian Arts Festival in Ordos is used as an example of research, just to analyse the measures and characteristics in government medium using, to find how government using the news media to increase city soft power, and then reveal the universal law in buidling city soft power.