The Linkage Of The?Tianjin Daily?,and Its Official Microblog Research

Traditional media to open the official microblog account has become many traditional media extension of media function, extend the inevitable choice of media influence. Especially in the emergency report, traditional media and media microblog through mutual cooperation, joint fusion report way, play their respective advantages, complement each other, support each other. This transmission mechanism is conducive to the development of real-time understanding of public opinion, the media have pointed to the agenda setting, so as to realize good wins the public opinion guidance, reduce and avoid the negative impact of emergencies. The author on the night of August 12,2015 in tianjin binhai new area of explosion accident as an example, through the analysis of the events in the traditional media and the media microblog different reports, trying to find the traditional media and the shortage of media microblog linkage and improvement strategy.This article is divided into six parts. The first part mainly discusses the linkage objects --tianjin daily and its basic situation of the official microblog; The second part discusses the 8.12 incident reporting process and the tianjin daily reports and its official microblog characteristic; The third part is the concrete analysis in the "8.12 event", the traditional media and media microblog for their similarities and differences among the reported to study in the process of reporting, how each played a role, what kind of relationship; The fourth part concrete research of traditional media and media microblog in reports formed by the interaction mechanism; The last part is the summary of this transmission mechanism is insufficient, and put forward corresponding countermeasures.