New Media Strategy Of Xinhua News Agency: Influence Research Of Public Crisis Events

According to the 35th China Internet Development Statistics Report, now the internet penetration of China has got to 47.9%. The core of internet development is shifting from extent to depth. The influence of internet has further penetrated into people’s daily life. Facing the high penetration of internet, especially the spring up of new media and we media, we is encountering the intellectual plurality and the chaos of internet slang. And objectively, it forms two public opinion fields. With the development of new media, the two public opinion fields clash with each other inevitably. The illegal speech and activities usually focus on the internet. The dominant position of mainstream media is shaking. Thus the urgent issue now is how to coalesce the two public opinion fields. The missions of guiding the diverse society ideological trend, maintaining social stability and boosting the economic development are extremely tough, which are dominated by the mainstream media. The mainstream media is forced to seek a way coalescing traditional media with new media and a method to guide public opinion effectively. As a national news agency, the Xinhua News Agency is the representative of the mainstream media. In recent years, Xinhua has set up the new media center and produced the mobile apps. Xinhua is also very active on Microblog and WeChat. Xinhua takes lots of actions on promoting the coalescing with new media and the guidance of public opinion.Xinjiang violent and horrible cases are frequently occurred in resent years, as a key word appearing on the 2014 annual summary of People Daily. It is a serious threat to public safety and national stability, which make people realize the importance of security of network public opinion. The research objects of this article are Xinhua Shidian Microblog and Xinhua Fabu mobile app. This statistics and data analysis of Xinhua news report of the Violent Terrorism cases are about the topics, style, length, and sources, using method of content analysis and discourse analysis. Meanwhile, this article also researches the use of new media platform and the users’experience by applying the method of questionnaire survey. It summarizes the problems exposed in the new media platform and puts forward suggestions to improve the user experience and expand user groups. Through the comparison between the mobile app of Xinhua and Toutiao, the comparison between the microblog of Xinhua and People’s Daily, this article has summarized the strength and weakness. Here comes to the conclusion that comparing to the unofficial media, Xinhua as a mainstream media plays an important role in guiding the public opinion in the cases of public crisis events.Through the questionnaire, Xinhua’s new media platform exposes many problems comparing to Toutiao and People’s Daily. For example, Xinhua news agency haven’t put efforts to advertising the productions, thus the audiences’product recognition is very poor. The contents is lack of attractiveness and profession, without high quality original content and in-depth reporting. The user experience of Xinhua mobile app is terrible lacking the utilization of Big Data. There are so many news product of Xinhua that it can barely have the target concentration. And Xinhua microblog’s attitude is high above, whose choice of words is not close enough to the readers. With the delay of news delivering and lack of focus on advertising and the other defects, the impact strength and scope of Xinhua have many limits, which is far worse than unofficial media.On the issues of the new media strategy of Xinhua, the author concludes some comprehensive measures. Firstly, Xinhua should focus on advertising to expand the user population and the coverage of public opinion by upholding the idea of users Utmost. Secondly, produce more impressive and professional reports to enhance the strength of the leading of public opinion by insisting on the idea of content is king. Thirdly, through utilizing the Big Data to realize personalized information delivering to improve users’experience and consolidate public opinion guide effect.