Shaanxi Development Of New Media And Public Relations Research

The emergence of new media which is represented by network media is less than 20 years, but it profoundly changed the disseminating ways, speed and scale of news and information, and made the relationship between the disseminator and the audience change significantly. In China, network media and mobile media have been the main part in the whole media, and network has become the main channel for the public to accept the news and information. Comparing to the thriving of national new media, the development of Shaanxi local network media and mobile media is faced with many difficulties. If we observe and analyze problems only from the perspective of economic theory and methods, and attribute the downturn of new media in Shaanxi to the economic causes, I don't think it is enough.How is the relationship between Shaanxi new media and the public? Do they respect the wishes and aspirations of media citizens? Do they conform to the spirit of the Internet age? Or, how are the attitudes and evaluation of Shaanxi public and media citizens on the local new media? Do they identify and accept them? In the sense of mass communication and sociology, this is particularly concern. The purposes of this paper are to explore factors other than economic interests which influence the local new media development by means of large-scale social survey and deep interviews; and to think about the changing role of audiences and it's sociological meaning, so that to put forward constructive ideas especially by quantitative research which get survey data about the public's mentality, habits of accessing news, as well as desire and demands to the media.So this article discusses and analyzes the above questions from six aspects. Chapter one discriminated the concept of new media, and examined the development process of Shaanxi network media and mobile media. And it also described the current downturn of Shaanxi new media, and makes outlines and reflections on the current new media research. ChapterⅡexamined the audience's reading habits, behavior and value orientation changes in the age of Internet. It analyzed the deconstruction of the concept of "disseminator-oriented " by the two-way interactions of disseminator and audience. The paper proposed a concept of "media citizen ", and explored the formation and development of" media citizen ". ChapterⅢanalyzed the habit of Shaanxi public when they access to information on the basis of a big social survey, their different attitudes for the domestic network media and Shaanxi local network media, and in particular, their spiritual needs and cognitive structure. The paper also analyzed the reasons for the "silent majority" among Internet users. ChapterⅣmainly analyzed the problems and shortcomings of the local mobile media by combing the public opinion on Shaanxi mobile media. ChapterⅤanalyzed the policy direction of the triple play, describing Shaanxi public's expectations and worries for the triple play according to the data in questionnaires. The author thinks that the most influential media in the future must not be separated from Internet technology. Chapter Six is about the countermeasures and suggestions to the development of new media in Shaanxi. The author pointed out that new media operators and managers should understand the "decentralization " of network media, respect the citizens' rights of knowing and expression, and try hard to meet the needs of triple play so that to enhance the core competitiveness of the new media.The author believes that the turning of the role from the media audience to the "media citizen" in the era of new media is the inevitable trend of historical development. Although there is a "silent majority" in Shaanxi public who strongly demand entertainment and communication, etc, we should not deny their growing civic consciousness, nor ignore their attention to and desires for the public domain. They write intersubjective communication, understanding and identification in their own way in the new media age, expressing their doubt, resentment and hope about the space of reality in the virtual space.In the context of triple play, Shaanxi development of new media is facing opportunities and challenges. The plight of the local new media is the plight of understanding the "media citizen ". Only by taking the media-citizen-oriented attitude, making the new media into an open, equitable, humane communication platform, and actively building the public domain of presenting opinions and demands and communicating mentally in the digital age, achieving citizens' rights and meeting their needs in many ways, can we win people's real love. Without the media citizens' understanding and support, any kind of new media-------wired or wireless------is not promising.