What Decides The Influence Of The Chinese Communist Party's Offical Microblog

This study focused on the question of what decide the influence of communist party's official micro-blog.The preset is that many factors contribute to construct the influence of communist party's official micro-blog.As an interdisciplinary research,this research embarks from the author's existing theory field.Based on Michael E.Porter's On Competition,this paper analyzes the competition environment of communist party's official micro-blog,set up two judgment dimension-"difference dimension" and "value dimension" to determine the competitiveness of Chinese Communist Party's official micro-blog.And based on the theory of “Uses and Gratifications” and “News value”,this paper puts forward the "user satisfaction evaluation standard","news value evaluation standard" and "news editor mode evaluation standard" three party official micro-blog competitive decision criteria.In the aspect of empirical research,through concrete cases,this paper choose People's Daily microblog as research object which has become one of the most influential party official microblog,and make empirical analysis on its characteristic content from July 22,2012(People's Daily microblog log in Sina-microblog platform)to July 22,2016(four-year)-"criticize officials" reports,to measure the specific function of factors proposed in the research hypothesis which contribute to construct the influence of communist party's official micro-blog.In this article,the author confirms that "criticize officials" reports are one of the competitiveness of the People's Daily microblog by using "user satisfaction evaluation standard" and they decide the influence of the Chinese Communist Party's official micro-blog,The author proves that the feasibility of using "news value evaluation standard" to define the competitiveness in the process of analysis,but we need to do more research to prove its effectiveness.But for the effect of "news editor mode evaluation standard",this article does not successful prove it due to the inadequate data of the selection sample.The theoretical significance of this study.In this paper,the author redefine “the influence of communist party's official micro-blog”,which refers to the change degree of weibo users' thoughts,ideas,value orientation,social attitude and social behavior after weibo users read the news published by the communist party's official media.The practical value of this study.The author gives some suggestions to the People's Daily microblog and Chinese Communist Party's official micro-blog about how to build influence based on the features of "criticize officials" reports and hypothesis testing results.