The Study On The Official Weibo Of Foreign Media Communicate In China

With the rapid development of the so-called “new media” and the opening up of the China's traditional media market,many international press,attracted by the huge amount of user and their compatibility,entered Chinese market via new media.Especially,the official channels at Weibo catch people's eyes.Many long-established foreign media with huge impact all over the word launched in Weibo,communicate with Chinese people via this platform and come up with good effect.Chinese WSJ stands out from its peers because of its professional,rigorous and authoritative altitude and its influence from its long history.WSJ uses the new media platform-Weibo to form a characteristic communication on C hinese WSJ official account.The first part of this paper explains the target,the significance,the purpose and the method of my research.Also,this part includes the research status of regarding issues.The second part focuses on discussing how do those foreign press communicate in C hina,explaining the background and status of their changing from Chinese website to official account on Weibo,and a detailed description of the development of C hinese WSJ official account on Weibo.The third part uses retroactive content analysis method and analysis all the content it posted on Weibo in a quant way.O n the statistic basis,I tried to analysis how different contents and method impress the effect of information spread.The fourth part of this paper uses the combination of data analysis and case analysis to summarize the characteristic of the communication method and content of Chinese WSJ's official account on Weibo.This part also includes the strength and weakness of the official account.The fifth part analyses and evaluate the broadcast of C hinese WSJ.Base on the overall analysis and the combination of the basic national condition and the social responsibility of our press,I raised inspirations for China's media to operate abroad from the aspect of conducting international broadcast system,seeking our voice,pursuing localization strategy and emphasizing content-oriented approach.Hopefully this article can provide a typical case study and inspirations for those C hinese medias who want to enter foreign market via new media platform and enhance the voice and the image of our country.