The Framing Analysis On Discourse Of The Party Newspaper From The Perspective Of Media Integration

Based on the frame theory, this research uses content analysis method and text analysis in the research perspective of double discourse space to compare and analyze the news report on 2014APEC Summit across three media platforms of People’s Daily- People’s Daily, People.com.cn, and micro blog accounts, which are affiliated with People’s Daily, from the number of report, the subject of the report, the object of the report, the source of information, the source of news and the tone of the report so as to sum up the report frames and discourse systems adopted by different media platforms. This study serves to discuss and examine the party how to through the media fusion strategy of its internal discourse of differentiation and integration, thereby competing for the field of public opinion, public opinion guidance.The results reveals that the report frames of the three media platforms are obvious similar and different through analyzing the report samples. The common features are as follows:the trend of the report is consistent; the report focus on subjects of meeting preparatory work, the APEC meeting, economic and diplomatic; the quite remarkable disparity of occurrence frequency is among different report objects; the main reporting objects are national or state leaders, government agencies/departments or officials, APEC meetings/activities or results of the meetings; Officials related to the APEC summit meeting are the core source of information; the release of People’s Daily is the main source of news; neutral tone occupies the dominant position in all report. Differences in coverage across the three platforms are as follows:the volume of coverage is significant different; People’s Daily reported more on economic subject, People.com.cn and the micro blog accounts of People’s Daily highlighted the theme of conference preparatory work; People.com.cn reported various categories of the report objects covering a wide range; People’s Daily centered upon the social elite, while micro blog accounts focused largely on the civilian population; the coverage issued by People.com.cn includes a wider range of diverse voices than has been reported in studies of coverage on the other two media platforms, some certain information sources are absent in People’s Daily and micro blog accounts’news report; People’s Daily and micro blog accounts reported news on the basis of the neutral tone, supplemented by a positive tone at the same time, on the contrary, People.com.cn did not reflect a clear positive attitude and tendency.After the research of the frame analysis and comparative study of different media platforms, the framework and discourse system of different media platforms are summarized. The study found that People’s Daily used the "image framework" dominated by the official discourse, People.com.cn used "multi framework" based on its own responsibility of "reporting world, spreading China", and micro blog accounts affiliated with People’s Daily utilized the "framework of human kindness" closed to the audience. Integrating the reporting framework and discourse system through the combination of the platform, the integration of the perspective and the complementation of the content on different media platforms, People’s Daily formed the discourse system structure-people’s Daily was the basis layer, the People.com.cn was the expansion layer, and the micro blog accounts was the focus layer of the news report. Under the guidance of the People’s Daily, the concentric circle mode of public opinion guidance is constructed, in which People’s Daily is the core layer, the micro blog accounts is the central layer, and People.com.cn is the outer ring.The discourse system of the People’s Daily 2014APEC Summit report indicates the characteristics of both differentiation and mutual complement. More importantly, the findings demonstrate that party newspaper strives to break its own internal discourse space and actively seeks the communication and integration with folk discourse, thus to compete for the audience and guide public opinions under the background of media convergence.