The Research On Communication Of The Official Micro-Blogging Of The People's Daily

The past two years,facing the rise of new media, newspapers, television and other traditional media have gradually set up their own micro-blogging.They have made an great impact in its agenda setting, information dissemination, and other aspects of the role of public opinion increasingly prominent.so the industry and academic have turn their attention to and study it. One of the party newspaper media micro-blogging, "People's Daily" official micro-blogging as the most influential and brand value.it has important research value and significance.In this study,selected 2443 micro-blogging samples of the official micro-blogging of "People's Daily",nearly a year.Using the case study method and content analysis, in order for a spread grasp the overall situation about it. Firstly,summarized the status and profile of its micro-blogging communication, including the main topics, content types,sources,and so on.Secondly.They used the actual micro-blog data, analyzed the specific communication mode of official micro-blogging of the "People's Daily",summed its features: rapid spread of news event; comprehensive content and watching livelihood hot; diverse and effective way to expand its influence, and so on.Using media micro-blogging influence evaluation of People's opinion monitoring room,from the content, information dissemination,force of public opinion,analyzed the interaction mechanism of the "People's Daily" official micro-blogging influence spread.At the same time, explaining success of the underlying factors: "celebrity effecting"; Diversity content meet the audience's demand; The attention of the audience and interactive mechanism; Actively guide public opinion.Growing social influence, while micro-blogging communication process also exposed some problems and shortcomings:micro-blogging content homogenization;dependent on other information media; fragile communication limited his depth;insufficient integration with the parent media. For these issues,effective strategy are:to create innovative features micro-blogging column expression;expanding micro-blogging operation space to create media micro-blogging matrix;enhancing the professional quality of the micro-blogging operator; linked micro-blogging media with newspapers to deepen integration.