The Establishment Of Public Relations Theoretical Model For Government To Control The New Media

In recent years, various new communication technologies are developing rapidly. While catching more eyes, the new media make reconstruction of communication industry. Leading by World Wide Web and cell phone, many new media, such as blog, RSS, cell phone message, cell phone newspaper, already become the main media in our lives. At the background of new media, the transmission of information has been changed completely, which brings new challenges to government to control the media.Government is always control the traditional media by technology obstruction, law forbidden and news examine. However, these methods can no longer resolve new problems. New media take on the feature of democracy. Government has to make up for the traditional control methods trough the noncompulsory way of public relations.The thesis analyzes the theory of"Right of Access to the Media"and the relationship of"Media–Source Attribution", and brings public relations into control model as a noncompulsory method. As last, it introduces the new control theoretical model of government controlling the new media, which completes the management system of new media for government.