The Reformation Of The People’s Daily’s Commentary In The Background Of New Media (1994-2013)

In china, commentary of the Communist Party newspaper is a main platform for theParty’s political communication and spirit. With the developing of the Internetand the rise and active of new media, the authority of traditional media has changed,and the function of the commentary in Party newspapers faces severe challenges.How to preserve the authority and strengthen the public opinion guidance becomean important question for studying the commentary reformation of People’s Dailyin the background of new media.The thesis adopts text analysis and content analysis to study the543commentaries of “People’s Daily” from1994to2013. The commentary reformationhas been divided into three stages: The first stage (1994-1996), the rise of digitaltransformation of newspaper, the second stage (1997-2009), the interaction andgradual integration of newspaper and Internet, and the third stage (2010-2013),the new round of the digital revolution of the Communist Party newspaper.In an attempt to explore the transformation and innovation of the newspapers,the study is mainly considers the background, the content and the feature of thecommentary reformation of People’s Daily. In addition to this, the thesis alsoanalyzes the texts of some representative commentaries. At last, the thesisconcludes that the key point of the reformation is the public opinion guidance,and mainly around the topic, meaning, author and the point of view, which becomemore and more diverse. However, every reform has its own difficulties. On one side,the Communist Party newspaper is still under the institutional constraints, onthe other side, the reformation is a long and hard journey because the directionof the transformation of the traditional media is undefined.