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As soon as the new media represented by "network" has appeared, it had a huge influence. With the growing emergence, new media greatly extends the human communication ability, has more and more audience, also changes the relationship between the media and the audience, and even has a disruptive influence on traditional media in some level. At the same time, mass communication properties and interpersonal communication characteristics of new media are more profound and intriguing. As the communication work with explosion level in 2015, "Under the Dome" has been done by the development of new media, and eventually has been ruined, which is the so-called "Either success or failure boils down to the same person." How did the development of new media affect the trend of documentary? From "Chai Jing Event", we can find some different peculiarities of new media from communication theory before. The paper attempts to take "Chai Jing Event" as an example, summarizes the impact and change of new media development on the traditional communication theory from the perspective of communication theory, and analyzes extension and deepening of it to the classical communication theory. "Under the Dome", the public documentary taken by Chaijing at her own expense and lasting 103 minutes and 55 seconds, has get 300 million crazy hits within four days and called the phenomenal video which first has the most widely spread in 2015, the biggest impact with the use of new media by many people in the media. In the meantime, it also brings us too many feelings. Someone was shocked by the content of documentary, and someone was also puzzled by a mixed bag of reviews online, in the end, the documentary disappeared in people's sight, then we call the whole process "Chai Jing Event". New Year is coming, and "Under the Dome" has long gone, but haze still enters the room unexpectedly, we should look back "Under the Dome" and "events" caused by it and think something combining with the development characteristics of new media era, making it useful for the future. Expansion of "Lasswell program" 5W mode Who-specialization and diversification of communication subject New media makes the threshold of information transmission reduce almost to zero, a growing number of subjects and agencies begin to act as the role of the communicator, and to join the information production and transmission process. With the aid of mining and analysis for the cloud trajectory big data of individual behavior, new media service providers greatly improve the refinement and specialization of editorial content. The promulgators of video "Under the Dome" are both the CCTV's team of Chai Jing such as Fan Ming, Li Lun, Hao Junying, and Mr Luo's hammer team at the same time, in addition, some masters in the field of micro-blog, known, investigative reporters also serve as the talents, such as Shi Hang, Ding Wenshan, Wang Tao, etc. The copywriting, filming and production of the work all used the Internet thinking, which had absolutely first-class professional level on the details and process, bringing work so much attention and a great influence. 3rd International Conference on Education, Management and Computing Technology (ICEMCT 2016) © 2016. The authors Published by Atlantis Press 1279 Say what-rich and diverse content In the digital new media environment, the professional media organizations translate from a production institution single content gradually into comprehensive content production and distribution institution with a collection of texts, images, audios, videos, animations, e-books, and 3D TV and movies, so that the audience can see the all-around information in various forms when understanding a news event, a full range of. "Under the Dome" applied the represented knowledge, visual data, anthropomorphic science, and graphical information to describe and popularize the fog knowledge. The entire video used the Internet large data to the extreme, graphs, tables, maps were unprecedented used for so many times, and video site utilized new TED lecture form, large screen display, flash animation, shooting drones and science and fiction special effects, then these rich and various information strongly attracted viewers. In what channel new type and compound of transmission medium, points out In the era of big data, new communication channels have appeared in different forms in succession, merged with each other, forming a three-dimensional, composite transmission network. Channels issue of "Under the Dome" take new media video site in full coverage mode, and publish first in People's Daily online and Youku and Tudou platform, then almost all of the video website has followed, and Tencent video, Youtube video and other video sites have recommended it in the homepage, within 24 hours the video on Youku received 6 million hits and more than 60000 times praises, soon "Under the Dome" spread quickly in WeChat circle of friends, through the social networking site and explosive chain transmission, broadcast quantity within 48 hours of entire network achieved a staggering 200 million person-time, showing the tremendous power of composite and new media. To whomfragmentation and personalization of audience In the new digital media age, the audiences are no longer a unified whole, the emergence of a variety of dispersed network communication platform, such as search engines, portals, instant messaging tools, community sites, micro-blog, wechat and others greatly subdivided network media audience, who are split into pieces, the mass media in "cloud communication era" are more personalized and interactive. China has 630 million Internet users, 500 million weibo and weChat users, and the amount of information everyday is over 20 billion. "Under the Dome" popularity is inseparable with fragmented network audiences. By March 1 at 9 am, statistical data of the major video sites playing "Under the Dome": Tencent video 74.26 million, support for 4316, against for 365; Sohu video 2.03 million, support for 4506, against for 101; Iqiyi 1.09 million, support for 18110, against for 939; Phoenix video 690 000, support for 530, against for 10; Tudou 630,000 with 39,444 comments, a total of 99,390,000 plays, support for 150,000, against for 1471. Data effectively proves this point. With what effects immediacy and extensification of communication The spread and feedback of the new media age is timely and quick, so it is possible to achieve a wider communication effect than ever before. Once video released, a SMW comment, People’s Daily online and others almost at the same time carried the review and interview. Then, more comprehensive and professional praise and deeper and more detailed query falls and rises one after another. This 103-minute documentary inspired voice of all kinds of people, some people saw the seriousness of the haze, someone saw the great love from Chai Jing, someone saw the responsibility ethics, someone saw the absence of government, also some people saw the marketing case...Phoenix TV commentators Cao Jingxing also think that we should thank Chai Jing, and in NPC & CPPCC each member, on behalf of the two sessions, attend officials should look the video again. In the interview People's Daily published on that day, Chai Jing also said, she has sent interview data and letters to the National People's Congress being revised "law on the prevention and control of atmospheric" and team members being making national oil and gas system reform scheme, and get a positive feedback, so the communication effect gets further expansion.

Extension and deepening of new media development to the traditional communication theory from the perspective of qChaijing Eventq