Research On The Government Reports Of Zhejiang Daily New Media Matrix

Nowadays,new media play an inestimable role in government affairs reporting,this paper takes the example of the “running once” administrative reform in Zhejiang which is the forefront of the country,as an in-depth analysis.As a provincial newspaper,the “Zhejiang Daily” has accurately implemented new media in this publicity and reporting(wechat,micro-blog,and client)circulation,reconstructing "communication strategy".First of all,the author starts at media transmission methods,and analyzes the characteristics of reformation,three micro-matrix contents,and narrative structure reconstruction;secondly,from the perspective of the newspaper's report reform content,they respectively report on the theme,genre,and reporting target.The topic and report attributes were examined in five aspects.It was found that the topic of the report focuses on the release of relevant information on the reform.The reports reflected genre interactions.Most of the reporting targets were government and administrative agencies,thematic settings were diversified,and positive reports were reported as the Lord.Author analyzes from the dissemination channel and finds that the matrix is disseminated in the form of a mesh.The platform implements active interaction,experiential interaction,and participatory interaction in large areas;it shows the three-dimensional platform account settings,such as the primary account and wechat.Sub-account micro-blog and client-side collaborative reporting,combinational functions;and the display of multiple texts of matrix texts,such as text-based,photo-based,multimedia-based,live-view,graphic-textual,and other texts.At the same time,this paper discusses the shortcomings of newspapers in the implementation of communication strategies.Conceptual: lack of all media skills and concepts;content:policy information is more,service information is less;technology: the new media matrix the characteristics of the platform are not fully utilized;channel: there is a lack of two-way interaction between news content and public demand.At the end of the article,the author also proposed four measures to improve the communication strategy: change the traditional reporting concept,establish the awareness of the whole media;interpret the news with visual content,enhance readability;apply the new technology in the new media to the report,and improve the dissemination effectiveness;expanding the dialogue platform between the government and the public and build communication bridge,In this way,the mainstream media of the provincial party committee can further improve the level of government reporting in the dimension of new media communication matrix.