Study On The Effect Of Media On Public Policy Making

With the development of modern Chinese social economic development and the accelerated process of social transformation, set up by the media impact of public policy agenda is changing.The media’s influence is to strengthen the process of public decision-making, affect the way is changing. Democratic politics requires the agenda-setting mode must be from the traditional government decision-making to the media public opinion, public opinion, change as follows:the public opinion to the media public opinion. The formulation of public policy is more extensive and democratic. The positive role of media public opinion on public policy making, including four aspects:the convenience to promote efficient public policy making; public participation in public policy making that enthusiasm rising; improve the rationality, the compliance of the public policy from different aspects; the characteristics of openness to improve the transparency of public policy formulation. Media to express its impact people, form the media public opinion, learn wisdom from people and make public policy formulation has a wider range of democracy. On the one hand, the media with its vast audience effect, unique channel advantages, public opinion can be converted to affect government public policy.The negative impact of media on public policy issues can be summarized as:weakening the government control the strength of the public opinion, the fast promotion policy efficiency:Openness to enhance public identity of public policy; media the negative effects of excessive pursuit of economic interests to damage public interests; paid news popular and press advertising; traditional and new media are difficult to establish the principle of fairness; the complexity of Internet users; expression of network anonymity and emotional benefits. In order to effectively play the role of media in public policy formulation, this paper suggested from three aspects:to strengthen the guidance and supervision of the construction and development of media, focus on network moral education; improve relevant laws and regulations, implement supervision in accordance with law; the system and the way of network supervision of public opinion is favorable to create. The media, should give full play to the initiative of public opinion, grasp the initiative; follow the rules of news communication, master the words commanding height; between network media and traditional media should strengthen cooperation. Improve participation accomplishment, advocating rational public opinion. The general public, should promote the new media literacy, foster a sense of social responsibility; enhance the political quality, advocating rational opinion; active use of media, strengthen the rational supervision.