The Countermeasure For The Party Newspaper On News Commentary Development Under The New Media Communication Pattern

In 21st century, the fierce competition in media industry, the evolving development of communication technologies, and the rapid changes in domestic and worldwide societies lead to the emergence of a new media communication pattern. This new media communication pattern resulted in several original phenomena in the world of communication, such as the birth of new media technologies, the irresistible trend of media convergence, the public's higher enthusiasm for getting involved in public affairs, and the diversification of public opinions.News commentary has been always treasured as the banner and soul of media. Under the new media communication pattern, both the traditional and new media are trying to maximize their influence on public opinion. The Party newspaper especially emphasizes the importance of news commentary, with the intention to expressing its power in the media competition.This paper selects the news commentary on People's Daily since 2000 as examples. In this paper, the various changes in news commentary are discussed, including the column settings, the selection of topics, the content, the ways of opinion expressions, etc. In this paper, the innovation of the party newspaper news comment and its development status are analyzed, and the countermeasure and trend of the development of the Party newspaper commentary in the future are demonstrated.At the first part, this paper analyzes the effect of new media communication pattern on the Party newspaper's news commentary. Due to the influence of new media communication pattern, the traditions of news commentary have been transformed. With the changes of participants, audiences, and mode of production, the function and effect of news commentary become verified.Secondly, the influence of the new media communication pattern on the Party newspaper commentary has been demonstrated. This paper divides the development history of news commentary since 2000 into three critical stages. Three stages include the era of portal sites from 2000 to 2005 as the first stage, the era of blogs from 2005 to 2010 as the second stage, and the era of social networks since 2010 as the third stage. The changes in many parts of news commentary on People's Daily are discussed, such as amount, layout design, content, and ways of opinion expressions, etc. Discussions represent the evolving veining of news commentary on the Party newspaper.Moreover, the existing problems of the Party paper and underlying reasons under the new pattern of media communication get illustrated, which is based on the previous analysis combining with the present situation of the Party newspaper on the prefectural level. Existing problems include the weakened voice of Party newspaper in the turbulent environment of Internet, the decreasing of attractive power due to the lack of innovations, the lags of setting agenda, the periodic repetition of selected topics which lack the spirit of innovation in content, and the out-of-date expression ways on social networks, etc. In addition, the underlying reasons that cause those problems are examined from different aspects, including the social system, ideology, writing mechanism, commenters' personal literacy, expression ways, etc.In the end, the paper discusses the countermeasure for the Party newspaper on news commentary development under the new media communication pattern. The referential suggestions include a switch to the communication view that emphasizes the importance of Internet, a convergence of the Party newspaper and social networks as to establish an innovated stage for news commentary, and a new look of the Part newspaper commentary that internalizes the spirit of " Internet+" era.