The Study On Archives Publicity Based On New Media

With the coming of the digital age, the Internet creates a series of media, for example, Portal site, Micro-blog, Blog, Podcast, WeChat and so on. New media are widely used in communication field, which are different from the traditional media, such as newspapers, broadcast, and television. Now, with its broad participation, flexibility, real-time interactive, efficient timeliness, new media have been generally accepted by people, and have become the important ways for the public to get information. Although the archive has launched the publicity for many years, the overall effect is not enormous, and the archive consciousness is not relatively improved. Under the new media environment, the problem that propaganda way is single seems particularly outstanding.Through the observation and understanding of these problems, we pay attention to archives publicity. The main content of this paper is archives publicity and theory of medium and three parts are included, which are introduction, body and conclusion. Introduction expounds the background, literature review, methodology and original description. The body is divided into three parts. The first part summarizes the current situation of archives publicity, firstly, based on the field investigation, it summarizes the current situation of archives publicity using the traditional and new media of12archives in Tianjin; secondly, based on the statistical method, it adds up to the situation of news of archive published in digital Tianjin Daily and Evening News, operations of20archives’portal site in Tianjin, and opening micro-blog and blog of nationwide archives in the internet. And furthermore, the paper analyses these situation objectively. In the second part, after introducing the concept, type and characteristic of new media, the paper elaborates Marshall McLuhan’s main medium theory-The medium is the message, Hot and Cool and The global village, Paul Levinson’s main medium theory-Anthropotropic and Remedial media, and their enlightenment for archives publicity. At last, the paper discusses the scientificity of using new media in the archives publicity from two aspects of fundamental and feasibility. The third part is the key part of the paper. It expounds the ideas of implementation, the improvement of application environment, the principle of archives publicity, and the implementation of archives publicity under the enlightenment of medium theory in the new media environment.