A Research On Promoting The Discursive Power Of The Communist Party Newspaper Based On The Perspective Of Topic News

To say it directly, the discursive power of the Communist Party newspaper is its authority and ability of influencing and controlling the public opinion. Since the founding of new China, the Communist Party newspaper has taken this irreplaceable responsibility. More than30years since the reform and opening up, the influence of China’s Communist Party newspaper in discursive power is incomparable. What the Communist Party newspaper said is also the discourse subject in the media circle. After the news reform, the discursive power competition between media has become more and more intensive, and there is a decline in the influence of shaping public opinion in media circle, the function of agenda setting and the effect of public opinion guiding for the Communist Party newspaper. So the task of promoting the discursive power of the Communist Party newspaper and strengthening the public opinion guidance are very important.The People’s Daily, one of the most authoritative party newspapers, plays an important role in guiding public opinions and transferring information to public timely and correctly. The People’s Daily moves around the focus of the Party and the government with active planning and organization, presents a lot of excellent work and sets up some famous topic columns to show their effects on public opinion guiding."Viewpoint" is one of the columns. But in reality, the discursive power of the Communist Party newspaper still does not meet the Party and the government’s requirement to a certain extent in an open, multiple and diverse society. Nowadays, as the discursive power competition between medium are becoming more and more intensive, the influence of the Communist Party newspapers discourse is relatively decreasing and the effect of its discursive power on public opinion guiding is relatively weakened.Topic news is one of the most effective methods for the Communist Party newspaper to get the discursive power and shape the public opinion. In this thesis, the author took Liu Kun’s research on topic news as reference and basis, and then made a research on the methods to improve the Communist Party newspaper’s discursive power, taking the People’s daily as an example and combing with the analysis of the usage and function of topic news in "Hot Topic Interpretation" in "Viewpoint" column. The purpose of this thesis is to make a method analysis on how to insist on guiding public opinion positively under the premise of the rule of news report; how to make the Communist Party newspaper get the discursive power efficiently through topic news report; how to truly transfer into a "bridge" which connected the public, the government and the Party; how to become close to civilians, expand influence more efficiently and do a better job in public opinion guiding in a free speech century in which discursive power is for all people and people change ideas frequently.