Research On The Concent Of The Official Microblog Of People’s Daily

As a socialized wemedia, microblog has witnessed faster growth contrasted withwemedia in the past cementing its position as a critical way for people to receive information.The development of microblog service has changed the media world fundamentally with moreand more traditional media jumped on the bandwagon. Among the microblogs of traditionalmedia, the official microblogs of CCP newspapers play a key role in spreading the voice ofthe Party and the government, expressing the will of the people, disseminating mainstreamsocial values and acting as a guidance of public opinion in a timely manner. However, thosemicroblogs have relatively small influence as a whole. The official microblog of People’sDaily, a newspaper under the direct control of the Central Government, has experienced rapidincrease in influence and attracted more than10million followers in just fourteen monthsafter launch, ranking among the most influential media microblogs in2013. Moreover, it alsodrove the development of official microblogs of other Party newspapers; its communicationstrategy sets an inspirational example for others to follow.This study examines the official microblog of People’s Daily. It adopts multiple researchmethods to carry out an all-round analysis with regard to the content distribution amount andfrequency, content categories, information sources, expression forms and ways of writing,trying to gain insight into the unique features of the official microblog. The official microblogof People’s Daily posts diverse contents from a wide range of sources through multimediaways. It has been committed to service and focusing on interactivity. This microblog strikes aproper balance between rapidness and deepness and writes in languages commonly used bythe general public, seeking to create emotional resonance with its audience. All of thesefeatures provide helpful reference to official microblogs of other Party newspapers.Finally,providing enlightenment for the development to the official microblogs of Party newspapers.