The People Oriented Official Medium

Since2010, which is be called "the first year of microblog " in China Microblog public opinion environment has rapidly developed in our country, and brought bad impact to the traditional media, and the situation had became more and more worse.But form2012, it appeared reversing. A lot of traditional media opened microblog,and developed very quickly.for example newspaper, TV, radio and so on,including some national media.Just as The People’s Daily.On July2012, the People’s Daily official microblog launched in Sina microblog platform.The most prominent characteristics of People’s Daily’s official microblog is:Close to people’s topic and near to people’s language expression.Compore the People’s Daily newspaper and the People’s Daily’s official microblog,the newspaper verison is serious and nasty,but the microblog version is attractive and amiable. Because of the significant differences, the People’s Daily’s official microblog has attracted the attention of many people.The full text is divided into four parts, the first part introduces the research background, purpose, significance, news affinity related research review. The second part analyzes the birth background of the People’s Daily’s official microblog, including two aspects of the internal environment and external environment, analyses the background of construction the People’s Daily’s official microblog news affinity environment, the rapid development of social media, public opinion field open,"official" and "folk" two public opinion field at the same time, social media reversed transmission the background of the reform of traditional media environment. To reveal why the People’s Daily’s official microblog news discourse to construct affinity, under the circumstances of party newspaper long-term lack of affinity, construction the People’s Daily’s official microblog news affinity favorable factors, including political background, talent factor, idea innovation, etc. The third part from six aspects to analysis that,the People’s Daily’s official microblog is how to construct its news affinity. the text analysis part to the People’s Daily’s official microblog editorial column "comments" as the main object of analysis, characteristics of "comments" from the whole text analysis to the characteristics of each part one by one, such as vocabulary, headlines, sentences, rhetoric, image and so on. The fourth part combined with the current ordinary fans, academic scholars and other molecules known to the evaluation and attitude of the People’s Daily’s official microblog. Then make a summary of the existing problems, and propose some views.