Media Scrutiny And The Customs’ Countermeasures

With the development of modern society, the concept of the media is nolonger confined to traditional newspapers, magazines, radio and television. Newmedia, such as the Internet, mobile web, is gradually replacing traditionalmedia. The new media has open, timely, interactive and sharing features,which make the information dissemination faster, the transmission channelswider, and the control and monopoly on information more difficult. Thedevelopment of the media breaks the pattern of territorial management,market-oriented media increases the difficulty of managing the media, Internetdevelopment impacts the methods of managing traditional media, and themedia plays an important role in the supervision by public opinion, all of whichhave brought challenges for the Customs’ enforcement and countermeasures inthe face of the media.This paper focuses on how the Customs should deal with the media. Withthe increasing development of the media industry, under media scrutiny andunexpected bad news, how should the Customs control and steer the media,and minimize any negative effects on itself through two-way communicationwith the media? What kind of media response system should the Customsestablish to build checks and balances, and control over the media? The authorsuggests in this paper that the Customs should improve its ability to deal with the media, guide public opinion and finally eliminate the media crisis by systemconstruction, change of views and the use of public relations.