Role Reconstruction Of China’ Medias Social Participation During New Media Era

Till now, human being has already existing in this new century,which is suffusedwith opportunities as well as risks for nearly12years. During the-stopping12years,severely pattern changing of international political, economy and culture happened.Besides, globalization is accelerated under the background of severe friction, depthdoubt or even mild against. What`s more emerging sciences such as informationtechnology, was developed in a deflagration styleAnd now emerging media technology is growing each passing day under theescort of information technology, based on this, the fusion between emerging andtradition media become faster and faster. Combined with the violently revolution ofcommunication technical, communication style as well the concept and effect ofcommunication, human was leaded to new media ear.As one of the most important participant of international cooperation, China isnow applying reformation to all kinds of fields. To responds the violently patternchanging of global politics and economy as well as the up to date progress of wordscience, culture, education and healthy work. Based on this, the media ecology ofChina severely changed.Reason for this transform is various, there are running system transforming causedby policy change, and the re-examine of media`s “spokesman” role, as well as the callof audience`s for the getting back of media`s “client” role. And is better to say it`s theback of media`s essential role, rather than a transforming. It`s obviously that peopleare doubting about China media`s simplex “mouthpiece” or “propagandist” role playunder the guiding of traditional news thought. During new media ear, under thecondition that soil of living and development of China media severely changed, thetrend of China media`s role play transformation is confirmed.In this paper, author will firstly analysis the causes and trend of China media`srole transformation, as well as the motivating or obstacles factors of it. During key chapter ultimate goal and feasibility of China media`s role play transformation will bediscussed, and “Yang Guang Chong Qing” an excellent broadcast program ofChongqing broadcast and television group, is making beneficial attempt during thisarea. And there valuable experience will be taken as the reference of the ultimate roletransformation of China media.Paper here will be divided in to the following5parts.Part1,is the prolegomena. Back ground of related topics at home or abroad willsummed up and displayed here, and theory support of this paper will be discussed,and at the same time research method will be briefly introduced.Part2, Internal drive power of China media`s role play transformation will beintensively analysed,Part3is focusing on the attempt and explore of ultimate role play of Chinamedia`s role transformation. And author`s conceive that media should hand in socialand public affairs management as an important intermediary organization will be putforward, At the same time the advantage as well as disadvantage, positive evaluationstogether with realistic dilemma will stated detail by detail.Part4，taking “YangGuangChongQing” as an example, to introduce Chinamedia`s ultramodern try for working as an important intermediary during social andpublic affairs management.Part5is epilogue, there is the sum up of this paper`s theory contribution andrealistic significance. At the same time, list out the defects and shortcoming of thispaper, in order to provide more beneficial references as well as enlightenments.