The Matrix Spread Research On The Shanghai Bund Stampede From Three Micro Platform Of People’s Daily

In this thesis, under the background of Internet upgrades and media experiences evolution, the new media platform formed by Mobile Internet has been treated as the research platform, at the same time, People’s Daily and the shanghai band stampede event have been treated as the research object of disseminator and the disseminating contents.People’s Daily, performed as the mainstream media and party newspaper, had successfully reported the Shanghai Bund stampede event adopting the news spread pattern of widespread covering, omnimedia, multi-channel and three-dimensional matrix propagation, during which it rationally made use of the new media platforms to guide public opinion, disseminate information and promote interaction.On the research, the writer works in building corpus of Shanghai Bund stampede event’s relevant reports from micro-blog, micro-message and media app and collate and study the information of the event’s spread stage. The writer will focus on the analysis of how People’s Daily built its matrix spread framework and its detailed implement with the research methods, such as literature analysis, case analysis, content analysis and comparative analysis, from four perspectives:comprehensive report, all media integration, multi-channel transmission and stereo operation. By interpreting People Daily’s success and insufficient, conclusions media convergence and paper media’s possible dilemma will be made and possible directional suggestions are put forward.If paper media, which is the representative of traditional media, is to find a way out in the multimedia spread pattern, it must conform to the trend of media convergence and newspaper and network integration. Therefore, as long as paper media grasp the advantage of content resources and keep up with the pace of technology update and diversify channels of resources’obtaining, it will still firmly maintain its position in the field of information dissemination. The writer sincerely hopes this article can provide some valuable suggestions to paper media on how to integrate new media and use them to spread news with matrix.