On The Operation Of Wechat Official Accounts Concerning Current Affairs Registered By The Party Newspapers

With the rapid development of mobile Internet, social media continues to mature, the pattern of China's news dissemination is undergoing tremendous changes and profound adjustments. The decentralization of the new media's composition, multi media formed a new pattern of media industry, the new ways of thinking, these are changing the production and consumption of every link in traditional newsAdvancing with the times, its life reform. Facing the new situation and new challenges, in traditional media represented by party newspapers began to clear the strategic target of multi-faceted publicity,the party newspapers speeded up the pace of transformation of media convergence. Due to the influence of social software represented by WeChat in the field of new media is growing day by day, the party newspapers have combined their own advantages and set up Wechat official accounts concerning current affairs, these Wechat official accounts reported current events,interpretation of the policy.“Xiakedao”operated by People's Daily Overseas Edition stood out in many political Wechat official platforms. Xiakedao got certain influence on public opinion,and successfully realized the party newspapers' breakthrough of new media platforms,this case has a significance for the transformation of similar transformation.This paper based on the dynamic observation of current affairs' Wechat official accounts, focus on the origin, content, operation and characteristics of“ Xiakedao ”, summarizes its successful experience and main problems encountered, provide some reference and thinking for the operation of Wechat official accounts concerning current affairs registered by the party newspapers and new media transformation.