To Regain The Right Of Discourse——An Empirical Analysis Of People’ Daily,the Official Micro-Blog

Arrival of the era of network communication, to micro-blog as the representative from media, making the audience role began to change, the audience the hands of the media rights is extreme amplification. Compared to these emerging network media and traditional model of communication, the audience from "bystander" into "the parties", so every civilian can make full use of the hands of the network platform to express their point of view. However, in response to this field of huge information feast, traditional media is "powerless". The "people’s Daily" as the representative of the traditional media top-down dissemination model has been unable to adapt to the need of reality. And the "people’s Daily" appeared in official media also indicates that traditional media gradually began to transition, and tries to make careers in the battle for the network "microphone" the war.Comprehensive statistics based on the sample analysis of the "people’s Daily" Sina official micro-blog released, analyses included micro-blog issue type, text form and micro-blog release time. An the "people’s Daily" logo type column [tomorrow] Hello,[], Proceedings of the micro analysis, post from high forwarding audience and high comments can be seen in the mainstream media transformation, slightly in response to the current communication environment in the successful.Domestic occur in early2014to two emergencies:Kunming sudden fear and Malaysia Airlines lost in the incident,"people’s Daily" official micro-blog as the first big party micro-blog platform, during be timely and effective communication of information and the correct guidance of public opinion. However, starting from the angle of audience, in the horse boat incident in the public opinion guidance effect has no significant effect to guide the public opinion in Kunming violent terrorist incident.Based on the comparison of the statistical data, this paper focuses on the "people’s Daily" the official media to compete for the network "discourse right", and finally to two "public opinion field". Hope to bring some enlightenment for the operation of traditional media in the network platform...