Initiative Discourse • Communication Power

People's Daily expanded pages in July 1st 2009, that is the forth expansion in the past 60 years. It's a very important move after the paper advanced which will build a first-class international media that can reassure the party and satisfy the people.Globalization and informationization are the two distinctive characteristics of the times. So, the traditional media represented by party newspapers is facing two new historical subjects. For external affairs, it need to enhanced the capacity of the international communication and win the "international voices"; for internal affairs, it need to enhance the capacity of the media guide and lead the public opinion. All these are the underlying cause of the People's Daily's expansion.This article introduces the general cases of the expansion, analysis its main affectiveness, and points out something need to be improved. The most important revelation of the expansion is that party newspaper must keep in steps with times, make bold changes and innovations, respect the rules of communication, focus on the hot spots of society, and understand the mass appeal. Only with these actions, party newspaper could better participate in social life, promote the advance of the times, win the readers and respect, and have affect on the social life.