| Entering the era of web2.0, new media such as weibo with its viral propagation force and strong public opinion influence sprung up everywhere. New discourse environment makes traditional media mode of discourse becoming more relevant and amiable, especially the metropolitan daily, not only is it born to be affine, but weibo's characteristics add a lot of affinity to metropolitan daily official weibo. With the development of digital technology and the improving status of the audience, the news form is in innovation. Visual news appears with the coming of big data age and the change of readers' habits. This shows that there is a more affine relationship set up between the readers and the media, which is completely different from mode of discourse of traditional media.Based on the above analysis, the author tries to have a content analysis to study the affinity upon the mode of discourse of metropolitan daily official weibo with Van Dijk's news discourse analysis theory as the theoretical basis. This paper selects the Beijing News as the research object. Firstly explain the Beijing news official weibo is how to show affinity from the concept, then the author from three aspects which are the sense of closeness, friendliness and identity, to analyze a data news column of the Beijing news official weibo. Finally try to put forward some suggestions.Through analysis the author draws the conclusion:from the concept, the metropolitan daily official weibo has a natural affinity. From three aspects, the research conclusions are as follows:The sense of closeness is the first impression after contacting news. In terms of genre,140 characters with image-text present a brief mode of discourse, and give the reader a concise and lively reading experience, in line with the modern readers'habits; In the aspect of subject matter, through closeness of psychology and geography, the social topics reduce the distance of the audience, meanwhile by digging the story behind the news, current politics topics increase market influence to attract more readers; In narrative mode, through multiple narrative mode combination, a kind in-depth reporting style is formed, which meets the needs of the audience quicklook receiving news and information.Compared with the sense of closeness, friendly feeling is more representational perception experience. On the language strategy of title, the Beijing News official weibo by setting the suspense and highlighting the theme, catch the readers' eyes; On the use of vocabulary, the Beijing News official weibo through data, strengthen reporting's acceptance, through bold use of network language, close the distance of the audience; In graphic form style, the Beijing News official weibo can reasonably combine different graphic forms together according to the subject, make it meet the readers' reading habits and aesthetic demands.The sense of identity is from sensory to mental recognition, as well as the result of the action. On the discourse system, the Beijing News official weibo insists on journalistic professionalism, and that is in keeping with the Beijing News target audience's needs; In action, the Beijing News official weibo respect diverse expression, try to construct consultative dialogue, which leads the audience to interaction is the move of identity.In conclusion, in order to improve their affinity, the newspaper media official weibo construction indeed has made some achievements in the text and context, but at the same time, the author also found some of the improvement in the study. So the author put forward some suggestions to hope some developments of metropolis daily official weibo. |
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