The New Media From The Perspective Of Communication

Since the date of the establishment of the Communist Party of Chinese, attaches great importance to the communication, become the construction of the party’s traditional strengths. Enter the new century, information network technology and mobile communication technology as the representative of the new media has been rapid development, become the party organizations and Party members and cadres at all levels to understand the social conditions and public opinion is an important way,but also become the ordinary people to understand information, express their demands,and participation in public affairs is the important channel, is an important carrier of the party and mass communication. The new media interactive real-time, massive sharing, personalized, diverse trend of authenticity and distortion characteristics. As other new things for the construction of the party have properties, new media produced on the one hand to the party and mass communication brought new opportunities, new media for communicating the party and the masses provides no boundary conditions of time and space, new media for the party and mass communication established flattening of the working platform, new media for communicating the party and the masses create full democracy in new media environment for party and mass communication to create more abundant means. On the other hand, the party and mass communication is faced with new challenges and problems, highlighted in the main communication ability and communication needs does not adapt, party and mass communication channels blocked phenomenon is serious, problems existing in the information communication, network era party and mass communication system is not congruent. How to grasp the better advantage of new media to promote party and mass communication, how to adapt to the characteristics of new media to further reform party and mass communication mechanism, optimize the party and mass communication environment, and better close party masses relationship, practice the party’s wholeheartedly the purpose of serving the people, has become the urgent task of the construction of the party.