Acase Study On The View Spread Strategies Of "the Other Side" From NetEase

Take the Net Ease news commentary column of The Other Side as the research object and use content analysis and other methods to analyze its characteristics in page designing, content choosing, commenting view, text editing and thought, as well as summarize the strategy of The Other Side in separating the views. As for the page designing, the layout of The Other Side takes into account conciseness and beauty. Use bright base color to foil its view and cleverly design the visual center to draw attention. In terms of choosing content, base on the domestic and pay more attention to the social hot spots, national policy and legal issues. As for the commenting view, strive to innovate and always have the originality. Then for the text editing, mostly adopt the refuting structure and multivariate demonstrations; use a large number of arguments and speak with the facts so that the demonstrations contain a lot of news information and the knowledge of popular science. As for the thought, totally present the trend of pro-western, promoting western democratic constitutionalism and advocating the rule of law and rational spirit. At the same time, through studying the content of The Other Side column comments, analyze the view communication effect of The Other Side. From the overall, The Other Side can obtain a certain results in spreading own point of view. But this effect is generally based on the strengthening the existing view. And this kind of strengthening can enhance the users’viscosity with the audiences holding the similar standpoint with Net Ease news, as well as be helpful to develop the stable audiences group. But it must be admitted that while The Other Side likes to open new way to find new ideas, its creative points may not be able to let the audiences accept, especially some topics which will touch the audience perceptual thought. The idiomatic way of science and rational arguments of The Other Side are hard to persuade the audiences. Finally, some deficiencies of The Other Side are analyzed:firstly the topic is too extreme sometimes, easily being blocked; secondly the trend of topic is too obvious and its criticalness is too serious; finally, its promotional efforts are not enough.