The Media Image Of Public Archives In Network News

The spread of the new media,with its flexibility,real-time interactivity,participate in the broad,presenting unprecedented rich information resourcets for the public.Among them,browsing the network news becomes one of the most important use just next only to the timely communication.Considering that the news reports is the main form of international communication for the archives,how to keep the attention of the public on the archives among the homogeneous information becomes a crucial subject.The media image which is a cognitive image appears in the public’s mind through the mass media is one of the most important part of the image of the public archives.According to the media agenda setting theory,the object and attribute agenda of the media image have transferred their sgnificant properties from it produced in the media organizations to the end that received by the public.In that case,we can analyse the media image of the public archives from the following two aspects:1.Reserching on the subject content of the public archives through the network news;2.Researching what features do those news protect,and in what ways.The author do reseach on the image of the public archives basing on the objective and detailed data analysis,carding the related news on People’s Daily online in recent years.In the end,come to a conclusion duing to the number of the report,the subject content,the recource and form of the report that the public archives,no doubt,has many problems such as the media image is still incomplete,without its own discernibility sign and the tendency of over-conservative.To solve these problems,the author will put forward the countermeasures from the views of the postion of the media image,the multiple perspectives and dynamic reports,and the integration of the media.A good media image can have a far-reaching influence on the public archives,but it can’t be built in a day.Only will we link the public archives,the media organizations and the public,and realize the information, the emotion of two-way communication among them,the social service function of the archives can come true and the public can have a comprehensive understanding of it.