The Deconstruction And Reshaping Of Traditional News From Media Communication Under The Circumstance Of “the Whole People's Onlookers”

August 18,2014 central comprehensively deepen reform and the fourth meeting of the leading group examined and adopted the "on the traditional media and new media to promote the integration of the development of guidance".This marks promote the integration of the media, and media ecological transition to a new biography of sowing field not only become one of the country's future development strategy, also under the new media environment is specified in the direction of the development of China's media and the transformation of society and economy. On the field of Journalism and communication, continuous development in the past ten years, the media technology changed people's contact information existing attitudes. This change not only on the medium operation produced far-reaching influence, and enable the participation of individuals, social organizations, enterprises, government and other public sector also deeply infected. Since then, ordinary citizens began to get involved in the Internet. On the stage, the wind of the progress of the media communication technology, is gradually deconstruction of the traditional media discourse center power and channel hegemony. Therefore, since the arrival of era of media is by no means accidental, as media platforms and mobile Internet technology of marriage, makes the people to participate in the information to make more enthusiasm, formed pass by integration and content of fine aggregate characteristics; expand the broader diversification of communication channels, resulting in information dissemination virus penetration deeper, public opinion dissemination effect difficult to control is more serious.In the "national crowd," the era of information explosion, in addition to ordinary people mass influx to create a wave of new media, part of the traditional media people have left and founded from the media platform, which from the subjective strengthens the dilemma of traditional media will continue to decline, as well as self innovative media played a contributing role. For example, leave the Zhejiang Daily Group founded "We Media Alliance," the J, left the CCTV specially founded de talk show "the logic of thinking of Luo Zhenyu, media people, all show that from the media platform has truly out of a route of from the masses, to the masses ". Many public account on Weibo, micro channel, APP client platform to disseminate information and guide public opinion, although due to ordinary people involved in the cause of the spreading mechanism and effect of the disruptive changes, but traditional news "content is the king" competition law are still subject to the self user media sought after and recognized.However, media coverage in urban and rural structure and regional structure is not balanced. Therefore, the appearance of the bottleneck of traditional news repeated seemingly similar, actually has a more responsible for the economic and social causes, not entirely to blame in new media technology replaced the old media technology theory. Because of the media that exist in the development of the time and space of the imbalance, the author thinks that since the integration of media and traditional news media can not be asserted that the simple superposition, their thoughts should be from different aspects are complementary and the remodeling of the fusion theory.This article embarks from the view of "people watching", first of all, on the from the mass media, the rise of reason, communicators, communication content, communication model and communication effect four aspects based on, to spread from the media mechanism of detailed analysis, and the mechanism of the corresponding characteristics can make an accurate judgment. Second, it attempts to from Derrida's Deconstruction of starting to explore self media deconstruction of traditional news real reason, respectively from the operation form of group network opinion leaders, "pan", media agenda set, new checks processes from the four aspects of present process of deconstruction. Again, from the point of view of new communication ecology angle multi-level, summed up the traditional news and media from each other the basic characteristics, analyzes and elaborates the traditional news in the professional value, overall "two", four aspects of narrative structure, plot digital editing center remodeling path. Finally, the potential risk of the new media ecological environment were discussed and gives coping strategies, in order to explore the traditional news media to reshape the path and function evolution from the perspective of dual media fusion development path.