Fragmented Era Of Public Relations, Public Reunion And Its Communication Strategy

At the time of post-modernity, integral type society polymer is stead by the fragmental interest groups; meanwhile, community conscious is disaggregated. With the process of de-mainstreaming and diversification of ethical norms, fragmentation consisted of differentiated interest groups and "cultural tribe" is replacing "the mass", homogeneity of audience is broken up, and the separation of audience is taking on a chaos situation of multiformity.This study analyzed new post-modernity feature of fragmentation with the culture study theory. Describe the way urban economy to convey at the time of post-modernity and demonstrate the situation of modern people going after fashion and individuality. Explain why and how the audience to be segment initiatively or passively. This study will focus on the change of public and their new characters, on the ground of the alteration——from the mass of modernity to fragmentation of post-modernity. Analyze the effect of fragmentation in the sight of audience specially on media and organization public relation. Discuss how to make up organization communication tactics in public relations in order to gain the best communication results.Six degrees of separation among people shorten the communication space, but in most time, this concept only make sense in theory. In real world, organizations have to perform a series of communication plan effectively to make sure all fragmentation converge again in public relations. One hand, account of audience's new characters, issues fusion is supposed to replace "Agenda Setting", triggering far-ranging discussion in the public and society; in the other hand, renew themes and idea of communication, following modern-time spirit closely, for instance, "Low Carbon", "Care Disadvantaged Groups", "Charity Career", "CSR", "Green" and so on. Fashion communication activities attract public more attention to the organization. Comparing to the situation of organizations looking about public, public converge to the organization of their own free will should be better.