Beijing As Base, Images As Focus-interpretation Of Content Production Of "Beijing Vision" Of Beijing Branch, Xinhua News Agency

Media technology has been developing quite rapidly, and the information revolution has come again. The traditional media was severely impacted by new media. Transformation of the media has become the consensus of most traditional media.As the biggest distribution center of news, Xinhua News agency, throughout its 80 years of history, have different transitions for many times in different stages. With the advent of the digital era and the network era in the 21st century, and facing the challenges and opportunities, Xinhua News agency needs to take strategic transformation, decision and implementation again into consideration. As the news information distribution and propaganda center throughout the region of Beijing, Beijing bureau, a branch of Xinhua News agency, and how will they react during this process? This article is based on personal experience, started from August 1, 2014 to September 30,2014. With two months participatory observation (and subsequent contact bureau staff last four months), the file data of the Beijing bureau and the conversation with new media department colleagues, this thesis is going to analyze respectively, firstly, the editors of the integration after the transformation of mobile new media center of the Xinhua News agency’s Beijing bureau, and secondly, its Wechat program called "image of Beijing.I’ve discovered that, through all kinds of analysis, there is a process in which the political function of the new media center of Xinhua news agency has become weaker compared to its traditional part, as well as the process of discourse has become more relaxed and humorous. these changes has shown to us that the new media transformation is the result of the combination of ideology and market.Xinhua News agency is the eyes and ears and the mouthpiece of our country in the early stage in the traditional sense. And it is also a think tank and the information hub. Xinhua News agency was asked to consciously implement the mainstream consciousness. Therefore, "mouthpiece standard" has been dominant. In the ninety’s, the socialist market economy began to accelerate, the media industry become a new industry, media collectivization mushrooms fall to the ground, under the drive of capital, The media of the communist party was allowed appropriately to enter the market under the central policy. With technological innovation, the media of Communist party has carried out the new media transformation, after its transformation in the field of the new media, new media department of Xinhua news agency has become less propagandistic and with less political significance, Capital and revenue has become one of the goals of the new media department of Xinhua news agency. However, the mainstream ideology of the publicity has not completely disappeared, but subtly hidden in the report, trying to call up people’s patriotic consciousness and the collective sense of honor, in the field of new media. Passing the mainstream values and carrying forward the national culture gradually into a new media has become the standard forms of being the mouthpiece of official xinhua news agency. The type of moistening everything silently has become the new character in the political field referring to the standard of being the mouthpiece.The introduction part discusses the topic selection basis, the significance of selected topic, the related research review and research methods.First chapter is about the history of Beijing branch of Xinhua News Agency and discusses the deep reasons of its transformation. It also elaborates the establishment of the wechat account called Beijing Image.The second chapter combining text data of the image of Beijing during the period between August 2014 and February 2014, demonstrated the Xinhua news agency’s Beijing bureau with humanities landscape elements as the theme image of micro letter) is not a simple reaction of the transformation of the media market. I try to analyze deeply throughout the way that the xinhua news agency in the process of mobile new media operation still reflect the basic attributes of the mainstream values of the party, that is promoting social justice and building a socialist Chinese dream.The third chapter concentrates on specific interpretation of image style of Beijing Image. Namely, the visual expression of video clips, combination structure, use of color and so on.The fourth chapter focuses on the specific interpretation of its operating process, analyzing the characteristics of conveying the program based on the characteristics of wechat account and the brand new way of communication through new media.The last chapter as the conclusion part of this article, with the contents of the transformation of the xinhua news agency’s Beijing bureau and channel as a starting point, it has kept the media of the party in the new historical context; And this chapter has clarified that as party media Xinhua’s primary task in the process of transformation in the new media is to use the new technologies to transmit an order from above, serve the party and the people, carry forward the Chinese nation great culture, particularly in the gradual change of the pattern of the international situation, to safeguard the interests of the state, exerting more influence in the international area as the main direction, rather than blindly covet the capital under the the information era of capitalist.