Policy Effects Of The Political Functions Of Journalism And Communication Policy And Its Optimization

The communication policy is the political behavior implemented by the government on the news information communication in order to administrate the media and the medium organization. Like other policy subsystems in the policy system, communication policy practice has very strong political color since the date of its birth. Communication policy and its political function can not be divided mainly because the news information communication of the media and the medium organization is not only pure information communication but also one kind of political activities which is of strong strength and profound influence.The political function of news communication policy has been evolving with the whole surroundings of the public policy, especially the environment of news communication policy. Following the great change of political civilization in the human society which is from modern democracy to today democracy, and following the popularity and industrialization of the media, the localization, the principle, the main key and the connotation of the political function of news communication policy all have brand-new annotation and significant leap. In the policy system, the policy effect of the political function -main body effect and carrier effect, are further concave.At the same time, because of the bias and the flaw in the practice of news communication policy and because the freedom of the press is unable to be realized fully, the two roles of the media–main body and the carrier are seriously restricted, which causes zero-effect even paradox-effect of the policy effect of the political function of news communication policy. The adjustment of news communication policy, the revision of its political function and the realization of the good interaction of the public, the media and the government are necessary, which can adapt the order of benefit multiplication, satisfy the public with different benefit, weigh the administrative authority, maintain the interest of the public, overcome limited rational bottleneck and turn the scientification of public policy into realization .It is the essential way to optimize policy effect of political function of news communication policy to guarantee the relative independence of the medium organization ,to reduce policy control and to found new control mechanism.