On The Changes Of Audience In Chinese Legal Communication And The Communication Countermeasures

Since the founding of New China, as the basic norm to propel political democracy, promote economic take-off, achieve cultural prosperity and maintain social stability, law plays an irreplaceable role in the construction of the harmony between the public power and the rights of citizens.Legal Communication is the general name of different activities, including the dissemination of legal information,the introduction of legal knowledge,the promotion of law philosophy and the advocation of legal values to the public through certain methods. With a wide range of impact and sustained penetration, Legal Communication plays a role of main force in social communication system. Starting in 1949, Chinese Legal Communication spreads primarily through the sentimental and blunt start-up period, the lively and varied universal period, the deepening period of democracy and openness. The main characteristics of audience in various periods have different focuses. In other words, the type of mainstream audience is different. It presents a basic changing context of"object-based audience—market-oriented audience—civic-type audience". In general, audiences change from passive acceptance to active choice , from closed conservatism to interactive participation, from blind impetuou to rational calm, from a single demand to pluralism demands, from worshiping media to media criticism, demonstrating the growing awareness of the subject.The changes of audience in Legal Communication, are mainly due to subjective and objective factors. On the one hand, the audiences'demands for rights are growing, the awareness of Legal Communication is gradually abundant , and the desire of balancing public experience and private experience is increasing. On the other hand , in the complicated social environment, facing the great changes from authoritarian politics to democracy, from planned economy to market economy, from single culture to multicultural, from closed society to open society, audiences reflect different characteristics of the times under the action of media, opinion leaders, technology, community and other external forces.As the main body of social life, audiences are not only the report objects of Legal Communication, but also the service objects of Legal Communication, even become the producers of Legal Communication. Facing the changing audiences, the communicators must deeply know the audiences, improve the communication strategy, show the true picture of"juridification survival", express the audiences'aspiration of democratic participation, shape the law character of the audiences , then provide inexhaustible spiritual impetus and intellectual support for the modernization of Chinese juridification.This paper will use a variety of research methods including literature research, lessons learned, empirical research and interdisciplinary research. From the beginning of generalizing the basic context of the audience changes in Legal Communication, through both subjective and objective analysises, the paper will attempt to reveal the origin and the law of audience changes , then with audience feedback data, in-depth interviews with samples and other empirical research tools to understand the expectations of current media audience, especially focusing on exploring communication paradoxes in audiences'expectations, such as the paradox of"'Use and Satisfaction'and'Culture'",the paradox of"'Mass-decentralization Dissemination'and'Knowledge gap'"and the paradox of"'Popular'and'Professional'". At last, this paper will provide some solutions to how to face the audience in the new era of Legal Communication. For example, the solutions include balancing the intrinsic value conflicts among audiences,setting different communication strategy of varied types of audiences,establishing scientific"audience awareness",constructing the service system for audiences.