New Media Public Relations Change In The Context Of Research

New Media has attracted much attention from the academic circle, as well as practical circle. This dissertation gives out a definition of New Media on the basis of extensive reading and analysis on the existent explanations. Thanks to the powerful effects New Media has in communication, the Public Relations circle has taken it into use. However, the related theoretical base and its combination approach calls for research. This article gives out the theoretical model for the aggregation of New Media and Public Relations on top of the definition of them in order to make up for the theoretical blankness. In addition, to understand New Media technology in the light of historical materialism, as well as the absolute trend in the changing of the relationship of subject and object in Public Relations helps a better judgment of future developments so that the academic and practical circle can take more active attitude welcoming changes and embracing challenges.The change in Public Relations is first of all a change of Public Relations productivity, to state it another way, the change in media. Secondly, it's a change of relations of production, or the change in the relationship between subject and object in the Public Relations activity. This article put forward three innovative factors of New Media on the basis of a summary of the changes in the New Media. With the promotion of these factors, the relationship between subject and object in Public Relations has changed correspondently, including the change in their roles and relative powers. The writer believes the relationship between subject and object in Public Relations will develop in the direction of equality and mutual benefit. Hence, the model of the relationship between subject and object will gradually draw closer to the Model of Two-Way Symmetry in the days to come.