Research On The Dissemination Of Public Service Announcements In Heilongjiang In Province Under The New Media Environment

Since its birth in the 1940s,public service advertising has been responsible for education,mobilization,image building and other social responsibilities.In addition,for nearly half a century,the rapid development of new media technology has opened the curtain of the double development and reform of content and form in the whole communication field.With the popularization of digital technology and instant interactive network information dissemination,the coexistence of new media and traditional media has formed a situation of competition and mutual promotion.In this context,public service advertising is also closely following the pace of the new media revolution,the dual sequence of external environment and internal system has been updated,forming a new pattern and production mechanism of public service advertising industry;There are many new features in the flow and communication between the newly generated network audience and the traditional media audience.At the same time,with the support of new media technology and the innovation of diversified artistic concepts in the post-modern context,the artistic,digital and networked audio-visual language styles are increasingly rich;In the age of digital information tide,the creativity and story of public service advertising are greatly valued and developed,so as to obtain more attention and wider communication effect.Based on considering the above factors and the status quo,this paper based on the background of the development in the new period,to the Heilongjiang province development of public welfare advertisement as the research object,separately from the external social and cultural level and the internal artistic performance level,according to the development situation of Heilongjiang province public service ads on the necessary plane analysis and deduction,both the system and problem analysis of historical development,There is also an exploration of effective communication strategies under the new media environment,which preliminarily puts forward the innovative development of Heilongjiang public service advertising.