Online Media Soft Control Method Study

"The People's Daily Online"was born in 1997, at the beginning of since the network media the dew has been towering, network media which take issuing the synthesis information for it's own duty demonstrated the strong vitality and the exuberant successor strength. With the newspaper, the broadcast and the television, the network media changed the situation which the traditional media monopolizes the world. The obvious dissemination superiority has accomplished today network media"all flowers blooms together"the prosperous picture. But simultaneously, network media's prosperous also brought such as the phenomenon of violations of intellectual property rights, the proliferation of spam and so on negative impacts. The network while brings the inestimable convenience, the opportunity and wealth to the people, also brought to the people have many unpredictable potential crisis. Therefore, becomes to the network media implementation control very essential.In the traditional mass media dissemination domain, the media control research is mature and is practical, has achieved the media control goal in the very great degree. But speaking of the limitless network world, this kind of solid control is unable to achieve nearly, as a result of the network dissemination capacity's infinity, material carrier's invisible, only looked from the technology, if wants the directed net dissemination to be quite difficult, much less under the new technology's support, was had the audiences in the network dissemination a bigger option and the initiative. These have created the network media control attenuation, also has created the network media whole out of control condition.The network media control has followed the tradition mass media control mode, mainly adopts the administrative restriction and the laws and regulations standard. Synthesizes the domestic and foreign network media control situation, we discovered that by rigidity control mode inextricability network media and so on administrative restriction faces the difficult position at present, the control starts to be in a softness and more recessive path. China's Internet media soft control of the concept has not yet enjoys popular support, and soft control system has not yet successfully construct, Based on the analysis of the reasons for these problems, the proposed strengthening of China's Internet media soft control of the basic ideas and three main control measures, with a view to achieving better control of Internet media.