A Comparative Study Of The Official Micro-blog Between Party Newspapers And Metropolis Dailies

In the reform of newspaper industry, microblog has become an important tool to achieve thetransformation of all media. It makes up for the disadvantages of the print media in timelinessand interactivity, plays an extremely important role in public opinion for party newspapers andmetropolis dailies.In order to discuss how different types of newspaper could find out the most suitable way inusing microblog, this paper selects six party newspapers and metropolis dailies’ officialmicroblogs which located in Beijing, Shanghai and Guangzhou as research objects. Firstly, usingthe method of sampling survey and content analysis, this paper discusses the differentcharacteristics of party newspapers and metropolis dailies’ official microblogs in operatingsituation, issues building and text form, thus comparing the similarities and differences on theircontents. Secondly, it contrasts the audience’s structure and participating attitude, analyses thecommunication strategies in dealing with important event and emergency by case studies, andmakes comparation on the similarities and differences of their communication effect. From thedatas and phenomena, this paper tries to analysis the styles, locations, positions and problems ofthe official microblogs of different newspapers with various characters, and to investigate thepractical significance and necessity of differential management under the background of socialhierarchy and multiple value orientation, which is aimed at providing proposals for themultimedia of China’s newspaper industry based on all the research conclusion.