Network News Commentary And Brand Building

China's Net News Commentary passes through the short several year development, rapidly starts and the trend grows strong. Its development speed fierce, the change is quick, the influence is profound,all is unprecedented. Because of so, the medium adorer can forgetoneself, the apologist can hate bitterly, someone who is unclear can look in all directions at a loss. Or disparages to the Net News Commentary to the function and the negative direction function impractical exaggeration, all can have damages to the Net News Commentary health development.Scientifically knew the Net News Commentary the individuality characteristic and the social function, practically understood its survival the contemporary linguistic environment, understands clearly its management way, discusses it to continue prosperous developed road and so on, all appears for is anxiously urgent.From the science and technology angle, knew the network medium the possibility which provides to the news commentary evolution, inspects the society from the democracy level of development to progress the opportunity and the restriction which forms to the news commentary development advancement, compares from the Net News commentary and the traditional news commentary text revises our traditional news commentary esthetics principle, this kind of angles perspective can help us comprehensively fully to know its essence.Based on such qualitative understanding, summarizes the Net News Commentary function for the cognition function, the public opinion function, the entertainment function. The cognition function has to traditional news commentary inheriting with the expansion; The public opinion function aspect then mainly is analyzes it from the public opinion field characteristic with the consensus field and the traditional news public opinion field difference, and puts forward the third public opinion field concept, in order to grasps its public opinion function well the special characteristic; The entertainment function is a new summary, it is inseparable with the network medium essence, although it is not main, but is unable to neglect it.Any all is unable to the news commentary research to avoid maintains its linguistic environment, it is necessary the significant natural disaster occurs from the history when the news commentary performance,from the news commentary facing contemporary society's realistic time question aspect and so on responsibility to know and to clear off the Net News Commentary the opportunity and the tendency, specially realizes to the Net News Commentary value of and the significance to the contemporary China.The China Net News Commentary value not only manifests in the society develops, in own development, also manifests in to the website survival and in the development vital significance. Lacks the high quality news commentary the website not to have into the mainstream website possibility. Therefore, makes into the news commentary the network media the brand product, has the possibility and the necessity.However, has carried on some data statistics and the content analysis in the sample investigation method after the people's net three flash news commentaries brand, the situation certainly is not perhaps optimistic. The rational reconsidering nature beneficial is harmless.Through to the China Net News Commentary history and the reality longitudinal inspection, the different medium different angle crosswise comparison, to the contemporary China realistic linguistic environment significance explanation, through determines the nature of the method which unifies after the real diagnosis to analyze the proof, proposed makes the China Net News Commentary the brand to devise:First, sets up the big brand idea, in the explicit sense of responsibility and in the sense of mission. foundation bravely works as heavy responsibility; Second is fine to the guidance, the width checks, establishes the independent moral pattern, again constructs the network ethics; Third, takes the news commentary main body to subdivide, provides the technical support, guarantees the Net News Commentary safely in the biography on, is been convenient;Fourth, reduces the marginal cost, completes "the event marketing",fully displays the third public opinion field the function, provides to the Net News Commentary health development continues the power; Fifth is with the traditional media news commentary conformity, and completes the network media interior the opinion fusion; Sixth, in the content for in king's foundation, forms the text model, promotion Net News Commentary good faith.