The Research On The Performance Of Public Policy Communication Through New Media

Public policy communication is the key link of public policy cycle, which is to make public policy the basic way for the public to understand, and also is the premise of effective implementation of public policy. The communication of the public policy effect affects the audience’s understanding and identity of policy, if a public policy receives the public recognition and support, the execution will reduce a lot of resistance, on the contrary, if a public policy doesn’t get a better communication, the public do not understand, do not agree, do not support, even do resist, its implementation will be difficult. With the development of communication technology, the time has come for a new media public microphone- The participation of the public in China public of the new media is more and more high, the spread of the public policy of new media channels is more and more widely, public policy communication by means of the interaction between new media and the public are more and more diversified, because of the new media’s characteristics of fast, convenient, comprehensive, which makes public policy communication channels expand unceasingly, and communication diversity unceasingly. Thus, the government gradually strengthens the dependence on new media, through new media communication of public policy in a timely and effective manner will become a new trend. A surge of the expansion of the new media and the vitality of the public domain makes new media win the restore. The new media in the rise and development of the public domain for expansion of discourse democracy provides a better platform and conditions. The new media in the field of public discourse democracy is expected to become a new starting point for the development of democracy. However, the new media with its unique performance to communication plays a positive role of public policy, also brings some new problems for the communication of public policy, and even hinders the effective communication of public policy. Therefore, continuously improve and perfect the new media communication mode of public policy and method and promote the communication efficiency of the ascension is not only the demands of the development of times but also has the reality urgency.This paper will base on public management discipline and reference the basic theories and methods extensively from communication and other multidisciplinary, with case analysis and comparative analysis method and so no electing represented by the agenda-setting theory of public management and communication theory represented by media framework theory of six kinds of related theories, surrounding new media communication performance of public policy research this subject for research and analysis. Spread from public policy and new media to connect, trying to analyze public policy with the spread of new media’s may, inevitably, the present situation, characteristics and existing problems, from the main body of public policy, the Angle of new media, the public and other new media to advance public policy effectiveness and put forward feasible suggestion.This article will analyze the following questions. First of all, the internal mechanism of public policy and new media. Mainly includes the common performance of the new media and public policy analysis, the analysis of the new media communication function of public policy, new media’s characteristics of public policy analysis, the comparative of new media and traditional media’s public policy communication, communication and interpretation between public policy discourse and new media. Secondly, the present situation and characteristics and imitations of communication through public policy in our country. Mainly make Fusing policy of new media as cases to analyze the current new media, the characteristics and limitations of public policy in our country. Finally, the performance of public policy communication through new media in our country. Mainly from the concept, system, policy interpretation, mode of communication and propagation process of public policy performance and put forward detailed advice.