The Research On The Communication Of People’s Daily Official Microblog

Microblogging opinion field grow and develop rapidly in our country, so major national media have also seized the opportunity to enter the microblogging. People’s Daily official micro-blog is very prominent in these media accounts, which is known as the most pragmatic, most spiritual change in the Chinese press "zou zhuan gai" campaign in recent years. It has changed to some extent changed the audience for the "People’s Daily" previous "stereotype." after it was opened. The official micro-blog and its social effects are worthy of attention, discussion and research.This paper begin with the background and the birth causes of People’s Daily official micro-blog,observe it macroscopically, and analysis its general characteristics according to the classic "5W" in communication. Then, we select sample, introducing Netherlands scholar van Gogh · Dick news discourse analysis theory on " People’s micro-discussion " and "Hello tomorrow," in-depth analysis of the two conventional plates. Finally, we discuss on its enlightenment to the other party microblogs based on the value of People’s Daily official micro-blog. The party’s newspapers must echo the time and strive for innovation. The party’s newspapers should think about the originality and style of the people’s daily official micro-blog within the existing room and pave their own ways, which is the only way for Chinese media reform under media convergence environment...