| The appearance of Micro-blog has brought a great change to the traditional mass media. The advantage of micro-blog’s convenience, timeliness, open and interactiveness attracts many traditional media’s audiences. In the fast development of the information age, the lag of traditional paper media is more and more obvious. Media convergence is a trend of the development of media in the future.Media convergence doesn’t copy the content from the old media to the new media, but rewrites the old content, according to the characteristic of new media propagation, in order to adapt to the new media of communication.In this essay, focusing on the comments of People’s Daily micro-blog, I analyze the transformation of news commentary by the typical case in the background of the media convergence.Firstly, this essay introduces the origin, the purpose, the significance, the literature review and the research ideas and methods. Secondly, it intrduces the characteristics of micro-blog dissemination, the background information and the development condition. Thirdly, with the method of content analysis, I choose all the comments on People’s Daily from July to December in2013as the study sample, make statistics of the satus and analyze of the characteristics of the comments which appears in the micro-blog medium. Finally, I summarize the transmission effects of People’s Daily micro-blog comments, and put forward the existing problems.In this essay, the transmission of People’s Daily micro-blog comments modes is successful. And it not only gets a wider audience’s support for People’ s Daily, but also sets up a justice, authoritative and harmonious Party Newspaper media image. It is worthy for us to learn. |
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