The Communication Channel Selection Research Of The Public Interest Information In The Context Of New Media

This paper contains an important opinion that channels of communication play a crucial role in the process of disseminate public interest information, through carding the reasons that from personages of all circles of the stampede tragidy happend in Waitan, Shanghai,2014. After that, reviewing the existing research results of several related concepts,and then defining the concept of "New Media Context", "Public Interest Information" and "Communication Channel".On the base of concepts defination,this paper argues that, in the new media context, public interest information can be divided into three categories according to its communication channels source, and there are two main communication channels such as mass communication and social media communication channels. Then, the paper assumes that in different stages of communication process the communication subject needs to select different propagation channels when propagate different types of the public interest information; and choose three cases to analyse thier texts.After the text analysis, there are three conclusion:First, in the process of desseminate Informed public interest information,the communication subject should ues mainly Mass communication channels,while use Social media channels in the medium-term inorder to become viruses-like spreading model online,and Social media channels to follow up the netizen reactions later.Second, when desseminate Sudden public interest information, because the discussion aboat the event is going to hot moment,it’s best to use two channels together and bring into apply each superiority, in the later stages of the spread could use Social media channels to follow up the netizen reactions mainly.Thirdly, when Public interest information caused by public opinion is spreaded, Social media channels may be better used to follow up the public opinion;the after stage is hot moment,when Mass communication channels and Social media channels should used together and exerting each advantage;in the later stage of spread, Social media channels should used to do the relevant follow-up reports.The purpose of this article lies in that, throug the text analysis of specific cases to demanstrate and enrich the research hypothesis.Wish the conclusions of the paper will play a role of reference to the communication subject in tne matter of the transmission channel choice,when spreading public interest information.