Comparative Study On The Content Frames Of People’s Daily Newspaper And People’s Daily Microblog

Since microblog account@People’s Daily opened on July22nd2012, it has beenwidely approved by audience and media industry. It displays characteristicscompletely different from those of newspaper version of People’s Daily. This researchanalyses800samples from@People’s Daily and306samples from People’s Dailynewspaper by applying systematic content analysis, and finds that the communicationframe is changing from a relatively closed political propaganda frame to a semi-opensocial interaction frame. Concretely, compared with People’s Daily newspaper,@People’s Daily selects information closer to audience, presents facts in a freer way,and expresses much more lively and oral. People’s Daily newspaper supply part ofissues to@People’s Daily, but the emphasis’s different. The microblog stresses moreissues on societal life. Therefore,@People’s Daily significantly improved on societalproximity, freedom of reports, efficiency of guiding public opinion and the servicefunction. The essence is the evolution of culture hegemony. From one-wayimplantation to bilateral negotiation, the public gain their own statues and the right tospeak. This new hegemony frame is helpful to shorten the distance between the top-level design and basic level practice, bring a benign effect to our reform throughagglomerating consensus and promote democratization.