Study On Dahe Daily Official Micro-blog

In the 21 st century, with the rapid development of science and technology, the Internet in various fields of people’s life plays a more and more important role. In 2006,after the United States blog technology pioneer Evan Williams(Evan Williams) raised the Twitter micro,Weibo developed rapid. In 2009, weibo began development in the Chinese market, Sina, Tencent, Sohu, Netease has opened the microblogging platform. Since then, the Weibo with its convenient spread rapidly, content, mass, short, interactive mode of transmission characteristics,which is different from traditional media, rapidly development. More and more people through the microblog discuss the important news and popular events. More and more media opened its official weibo. In this way, everyone can publish opinions, traditional media also use Weibo to shape their new media image, to further consolidate and expand their own unique space of public opinion.On April 26, 2010, Dahe Daily, as a significant newspaper in Henan, also opened its official weibo. From the original, only a handful of fans, now it has 4.22 millions more. the Dahe Daily official weibo is attracting more and more attention. The Dahe Daily official weibo in the choice of content, basic is the news, and mostly direct picked from the Dahe Daily. But the official weibo more close to people,because of its character of short, populist style, more open communication environment. Since the opening of the official weibo, it formed the good interactive mechanism with the traditional media, compared with the powerful influence of the traditional media, however, the official Weibo is still in the immature stage.This paper tries to through reach the development and the content of the Dahe Daily official weibo(the expression of the official weibo, not marked refers to sina weibo), summarize experience and lessons in the development of the river at the official weibo, by using the method of more scientific give the reasonable suggestions. Based on the content analysis as the main research method, and use sampling method to select the whole year of 2014 to analysis, according to the 2014 calendar, adopt stratified sampling method, through this samples to analysis and summary.Content of this article is divided into five parts, the first part about the introduction, and the topic background, research significance, literature review of the Dahe Daily official weibo, and the research methods and innovation of this article; the second part introduce the background of the official Weibo throuth combined with analysis the reason of the populer of the official Weibo. The third part introduces the basic situation of the officer micro. The fourth part through the sampling analysis based on the whole year 2014, statistical the forms, content, the content of the species composition, main agenda setting and media bias of the official Weibo. The fifth part mainly analysis the deficiency of the official throuth the analysis of data obtained from the micro. This deficiency include, for example, the lack of original post and critical reports, lack of style characteristic and its marketing needs to be strengthened and so on. According to these problems and the insufficiency, this thesis from the content, staff, professional quality, operational aspects give the Suggestions and countermeasures.