Study On Problems And Strategies Of Provincial Party Newspaper Official Weibo

With the rising of Weibo, more and more emergency incidents relies on Weibo forfermentation, causes the firestorm of public opinion, kidnaps inherent in traditional medianews production process, and forces traditional media to report the hot topic on Weibo. Thediscourse right in new media highly openness and public opinion environment, the traditionalmedia, especially the provincial party newspaper faces the double pressure of losingcredibility and voice. Provincial party newspaper must build its own media, make full use ofthe advantage of the new media, and consolidate the provincial party’s traditional status. Sosetting up the provincial party newspaper official Weibo is the only trend. As a graftedproduct of traditional media and new media, provincial party newspaper official Weibodelivers information, expresses opinions, promotes the party’s platform, the route and policies.At this moment,official Weibo of provincial party newspaper initially felt a piece of prosperity.But with the increasingly fierce competition, all levels of party newspaper official Weibodeveloped unequally, of which the problems exposed by the provincial party newspaperofficial Weibo is most concentrated. How to accurately and profoundly discover andunderstand these problems and to find the breakthrough for provincial party newspaperofficial Weibo becomes a significant and meaningful topic. Based on the research ofprovincial party newspaper official Weibo, it is analyzed by five aspects: the content choice,the degree of news authenticity, the subject orientation, interaction, and the ability of publicopinion guide. Moreover, the corresponding solution are proposed to correct the defects ofprovincial party newspaper official Weibo, to better serve the provincial party newspaper andaudience, and to achieve win-win harmony of traditional media and new media.