Study On Microblog Content Of Guangxi Daily

Among party newspapers, local ones are large in quantities, widely spread and close to the masses, functioning as bridges of communication between the party and the people. The appearance of microblog brought tremendous challenges for media industry. To suit new media environment and seek for self-development, local party newspapers have set up microblog accounts one after another. Microblog accounts of local party newspapers have media credibility which has been accumulated by party newspapers for a long time and the advantage of professional news production. And they have advantages of microblog such as rapidness of transmission and instantaneity of interactions. Good combination of advantages of the two aspects are key to the development of microblog accounts of local party newspapers.After developing for several years, developmental level of microblog accounts of local party newspapers are still uneven. Official microblog accounts such as @Henan Daily and @Nanfang Daily are well-reputed among online users. But there are still some microblog accounts of local party newspapers "crossing a river by feeling their ways over the stones. The microblog account of Guangxi Daily has been the most influential one among Guangxi media microblog accounts after 2-year development. But among all microblog accounts of dailies nationwide, it is still of intermediate level. Obstacles of the development of microblog accounts of Guangxi Daily are problems such as shortage of knowledge of media mergence and lack the power of guiding public opinions.This essay comprehensively analyzes microblog accounts of party newspapers. And on this basis, it studies the features, superior resources and influence of microblog accounts of Guangxi Daily. Then it analyzes collecting and editing staffs and microblog contents, and then puts forward reasons influencing the development of this official microblog account from aspects such as system, talents and funds. Aiming at these problems and their reasons, this essay puts forward relevant suggestions from macro and micro perspectives.