Study On The News Reports Of <People’s Daily>and Its New Platforms Under The Background Of Media Convergence

The article focuses on the news reports of People’s Daily and its new platforms under the background of media convergence with content analysis, textual analysis and case analysis method and it concludes the features of the news reports on different platforms by analyzing the content on the traditional newspaper, MicroBlog and WeChat with specific cases. The newspaper has the highest original rate, and it most cares about the political issues. The MicroBlog has the most forms of report and true personality, and it also takes the most advantages on time and space. The WeChat is good at grasping the news on the macro angles, and its language is similar to the newspapers’. The three platforms share resources with each other. The titles of the reports are mainly unitary types, and the titles seldom use rhetoric devices. In addition, the article finds out some shortages of the reporting on different platforms:The traditional newspaper lacks humanistic concern on emergent events; The WeChat is lack of creativity, and a few reports on the internet are lack of timeliness; The MicroBlog deviates from the main theme in some reports. The external reasons for the Communist Party-owned newspaper to merge media are the support and command from the government’s policy and system, the development of the technology and the influence from the culture of the internet, the changes of the media environment and the natural features of the spreading platforms. The internal causes are to adapted to new situations and expand influence and realize the goal of connecting the official and folk public market. Media convergence changed the image of party newspaper in the mind of the masses to some extent. The new media provided platforms for party newspaper to show itself, and meanwhile also brought about a mass audience, which made the newspaper find a foothold in the new media environment.If the party newspaper wants to achieve sustainable development, it should grasp the opportunity of media convergence first. Next, it ought to meet the needs of readers and make the electronic Edition free and realize classification of push to response to the subdivided market. Finally, accomplish the innovation of content, reduce the duplication of production and wasting of resources. Besides, report news with the ideas of the internet, develop and make full use of the platform of WeChat. On the whole, make different platforms perform their duties through media convergence and build party newspaper’s Influence on the intemet together.