The Exploration And Practice Of Promoting The Communication Power Of The Party Newspaper In The Omnimedia Age

The digitization and information technology has brought many changes in the wave of"the third industrial revolution", such as communication mode, and access to information.The Chinese party newspapers, what are the special groups, are confined to the limitationsof traditional factors. How are the party newspapers invincible in this round of mediacompetition? Based on this reality, researching on “the party newspaper communicationpower” came into being. This paper suggests that the Chinese party newspapers what arethe main channel for the transmission of information and the important guides of the publicopinion, can try to set the agenda by news comments, build consensus, in order toexpanding the dissemination of the radius and improving communication power.This paper has been devoted to explore the meaning of the communication power，andtake the People s Daily as the typical case. This paper analyzes the realities ofcommunication power of the the People s Daily comments from four aspects: history,political identity, function transformation, professional norms. It found that the people’sDaily has always attached great importance to the news comments, expanded and changedthe basic functions of the comments, application range, author constitution, andperformance mode. On the one hand, it reflects “the party will” and “the public will”, onthe other hand, it is trying to become an expression channel of public opinions, and hopingto upgrade and enhance its communication power. This research finally found that theparty newspapers can promote the communication power from system reform, ideainnovation, topics of dialogues setting and forms expanding, mainstream building and soon.