| Nowadays,the New Media industry is surging with social Apps like Weibo and WeChat offering louder voice of the public to lease their utmost appeals.The constant roles of active communicators and passive receivers have changed with the shift of communication pattern.The boundaries of the two online opinions fields-one as traditional media dominated by party newspapers,party magazines,radio and TV,and another as internet-based New Media –have been broken and overlapped more than ever with the release of the right of speech.An open social environment of public opinion has been formed with the New Media centering on netizens and mainstream media.Take WeChat for example.The social app has grown a strong user group within a period of 5 years,and the number of its daily active user has reached 768 million by September,2016,according to WeChat Data Report 2016 published on WeChat Open Class Pro 2017.WeChat has not only become the most used social app,but also a major media for audience to obtain information and express their opinions.WeChat is evolving from a mobile app to a platform developing through ways of people-to-people,people-to-service and people-to-business,thus a “phenomenal product” with huge social benefits and economic driving force.Meanwhile,as the primary function of information dissemination,there are more than 10 million Wechat public accounts with 15 thousand more being created each day.Facing the new situation,party newspapers answer to the call of Chinese Government to adapt to the development trend of New Media proactively,listen to the public opinions,apply and run WeChat public accounts of their own to advance the government’s administrative ability.China Daily,the most authoritative domestic newspaper is now utilizing this new communication medium-WeChat public account – to publish news,get close to the audience in New Media,and take its social responsibility to correctly guide public options.The article consists of three parts.Part one,Introduction: to analyze the foundation and context of choosing WeChat public account of China Daily as the topic of this article.Basing on initial review of studies to above mentioned issue,the author notices that although there’s some successful explorations from the industry,there are few studies regarding WeChat public accounts run by party newspapers at current stage,the value of research is established thereby.Second,analysing WeChat field generation and characteristics of public opinion,to the People’s Daily WeChat public number as analysis object,and analyzes its developmentsituation and its influence.The second part mainly for getting the People’s Daily WeChat public opinion guide,status quo of the research,mainly through their daily news,the push of the article,including the title,the text analysis of theme,theme,its editorial idea of public opinion guide policy and public opinion guide path analysis,and the People’s Daily WeChat public,guide the advantage and importance of the research.The third part is on the basis of above research,finding out the People’s Daily WeChat problems,and according to the problems found in operational Suggestions put forward public opinion guide,Make the People’s Daily used by WeChat public better or a long time,and to provide reference for other media,creating a good public opinion environment. |
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