Abstract: Based on the data of "China Urbanization and New Migration Survey in 2017", the new media adopted an intermediary effect model to study the impact of new media influence on haze risk perception and its mechanism of action by constructing new media influence and haze risk perception indicators. It is found that increasing the new media influence can effectively control the risk perception of haze, and government environmental protection evaluation plays a significant intermediary effect. New media influence is further divided into the official media influence and unofficial media, found that the official media have influence to the haze risk perception is not only a direct impact, and plays an indirect effect through the government environmental evaluation, and unofficial media mainly through government environmental influence evaluation has the indirect impact on the haze risk perception. As a result, in the era of media convergence, the research conclusion is of great significance to improve the public official media use frequency, widen the channel of the official media information release, to improve the trust mechanism, to strengthen information supervision of unofficial media and information feedback mechanism, and to perfect the government risk communication and information release mechanism,, which will realize the source governance of risks in China.