The Research Of Party Newspaper’s Microblog Practice In The New Media Era

In recent years, Microblog has played the role as media in China and made a greatcontribution to news dissemination. We have to admit the fact that microblog hasstrong influence and large coverage which traditional media can not compare with.Theparty newspaper, stayed the status as the mainstream media is loosing its audienceunder the strike of the market and the new media, and it’s impact has been declinedsharply. In the year2011and2012, many media start to run their own microblog, someof them succeed in this “new media experiment”,but most of them not. As the mostauthoritative newspaper in China, the People’s Daily performances best in this“experiment”, it runs the most popular and impactive media microblog. Theirexperience to use microblog to guide the public opinion and expand influence is worthlearning for other party newspaper.This paper consists of six chapters. The first chapter introduced the developmentbackground of microblog,described the research status of media microblog, brieflyreviewed the development of the People’s Daily microblog. Method to study is beenput forward in this charpter. In chapter2and chapter3,the author used content analysis,observation and other research methods to explore the dissemination characteristicsand strategies of the People’s Daily microblog. The fourth chapter discussed thePeople’s Daily microblog ‘s strengths and weaknesses in the process of transmission.In chapter5the author put forward some suggestion to the development of partynewspaper microblog.The study found that the People’s Daily microblog presents unique characteristicson the content, report way and the text, they are also changing communication strategyas the change of microblog environment and reader’s preferences.They has a set ofrelatively mature method on the negative public opinion guidance. Combined with thePeople’s Daily microblog operation strategy, the author pointed out that in order toexpand influence, the party newspaper should set up the concept of new media,provide quality content, build trust, so as to guide the network public opinion.