Research On Party Newspaper Micro-blog

In recent years, micro-blog develops rapidly and gradually infiltrates intopeople’s life. Especially micro-blog provides people a relative and individual space offreedom to express their opinions, which has become the new darling of the Internetera. People use micro-blog for the original entertainment, communication gradually,then transformed into concern the social hot spot, and to express their views.Micro-blog has a powerful influence public opinion in emergencies, people’slivelihood hot, and network politics. But at the same time, people also saw themicro-blog environment is full of non rational, violent emotion, and false information.For a variety of factors, the traditional media have to open the official micro-blog, andthen run into the new public opinion field. Some of them are party newspaper mediawhich are representing the authority of opinion on public affairs. Then, what’s theparty newspaper micro-blog’s operation? How is the party newspaper micro-blogperforming in the new field of public opinion? How do the party newspapermicro-blog improve? Those are the questions that we need to deal with. This thesis istrying to answer those questions. I take the “People’s Daily” Sina official micro-blogas the object of study, and summarize its micro-blog content, interactive focus andagenda setting and other aspects of micro-blog users, and thus think about theoperation and development of the whole party newspaper micro-blog.We have two parts of work, the first one is to summarize the data of “People’sDaily” Sina official micro-blog in every fields from July,22in2012to July,22in2013, including the number of micro-blogs, number of fans and number of attentions,and including micro-blog content, the situation about its praise, forwarding andcomments. Through the observation and sampling method for specific contentanalysis, the author summarize the interaction between "People’s Daily" Sina officialmicro-blog and other micro-blog users. The second work is in the collation of dataand content analysis, summed up the "People’s Daily" Sina official micro-blogoperations, and think of the whole Party micro-blog. Completing the two tasks, theone of the basic conclusion is in the "People’s Daily" Sina official micro-blog aspects,including "People’s Daily" Sina official micro-blog data is excellent, its operation matures in a year;"People’s Daily" Sina official micro-blog have varieties of content,expression styles, but the content source monotone;"People Daily" Sina officialmicro-blog interactive consciousness is strong, and have good interaction with othermicro-blog user; The second conclusion is the party newspaper micro-blog inoperation process should pay attention to change the party propaganda, improvepropaganda way and tries to digestion party stereotypes, in micro-blog public opinionfield should take the initiative to rational voice, also be rational to treat the question ofcriticism. The author hopes that this paper can provide the party newspapermicro-blog operations team actual case in the use of micro-blog management andcommunication strategy theory for reference. The author hopes that this study will besome use for future research in this field, too.