Research On The Effect Promotion Of Positive Publicity In The New Era

The positive publicity is the basic principle of Chinese journalism.As an important way of "unity,stability and encouragement",the positive publicity plays an vitally important role in different stages of social development.However,as time goes on,the public has gradually lost faith in the traditional propaganda model,include the propaganda model of slogans,exaggeration,and agitation,and they even have had reverse psychology.The positive publicity has encountered the bottleneck of development,and its social influence has been greatly reduced.This paper uses methods of content analysis,questionnaire survey,from the perspective of Marx's journalism theory and agenda setting theory and combining the background of the new era with the development status of Chinese news propaganda,analyzes and summarizes problems of the positive publicity mode and makes some constructive Suggestions.Under the influence of the traditional integration of propaganda,Chinese positive publicity has obvious characteristic of unified arrangement,report and so on.This traditional concept of propaganda still dominates the current positive publicity,because of it,now,in the social background of diversity of values,it is hard for positive publicity to gain identification of emotions and values of the audience,so it cannot achieve the expected effect.In addition,the innovation of media technology brings great changes of the ecological environment of public opinion.Traditional concept of propaganda,method of propaganda and content of promotion face the strong impact and challenge.It deepens dilemma faced by positive publicity,on the other hand,it also brings opportunities.This paper will combine the characteristic of new times,from the leaders,the disseminator and the reader,explores the reasons for the failure of positive publicity and gives constructive strategies,which can improve the communication effect of positive publicity and enhance social influence.