Rhetorical Strategies Of Government Fighting For The Right To Speak In The New Media Era

The appearance of Web2.0makes china enter the era of mass Microphone. Internet has become audible platform when the various interest groups express interest demands, especially the vulnerable groups to safeguard their legitimate rights and interests of the public platform. In the backdrop of China’s social transformation of various interest groups flooded, multi-stakeholder body battle for the right to speak has already started in the Internet on the battlefield, and may at any time be spread at top speed to the line.So the media has become the weapons for a large number of stakeholders to complete to achieve control the right to speak, especially the use of new media from the media is also represent the general trend. As well as the phenomenon of the world, the right to define the power of interpretation of the truth, or even control over the fate of the others. In between, decentralization, flow to the various stakeholders and became the object of their capture, and tried to power, discourse rhetoric to production, construct their expected social "reality" and "truth". Therefore, rhetoric, discourse ability of individual construction ability, communication ability become effective weapon to convince the audience.The new media era of all interests subject discourse right intensified on the basis of the social reality, this paper intends to discourse with rhetorical realistic construction, discourse construction ability of communication effect, the new media era discourse for subject, characteristics, influence factors, system analysis, on this basis, attempt for the government in new media how the times to win the right to speak to guide public opinion, maintaining social stability and puts forward concrete suggestions.