Accepting The Weibo Study Of The People's Daily From A Theoretical Perspective

Born in 2009, Sina Weibo is developing rapidly in recent years. Until the end of 2015,it had haven more than 500 million registered users. As the leader in new media,Sina Weibo not only reduces the threshold of posting and exchange information, but also has a great effect on the traditional news form.Gradually,it becomes a new important platform of news information collection and release. The outstanding performance of Weibo in the public events, emergency, entertainment sensations should not be ignored, and its ability in discovering news, creating news,moulding public opinion also shows more strong strength. The power of Weibo is highlighting, and increasingly affects every person's life.As the most authoritative and influential party newspaper media in China, The People's Daily's comments represent China's official will and values. Faced with the challenge of Weibo,as a traditional media, the People's Daily also actively promoted media integration, opened the official Weibo account, and used it as a new platform for the press release. Facing of all kinds of news events, People's Daily's official Weibo,constantly commented, preempted the position of public opinion, finally regained the speaking right of mainstream media.As of November 30,2015,the People's Daily microblog had haven already 42493723 fans, totally released 55478 micro-blogs. The People's Daily microblog has become the most influential and most successful media in China.There are many reasons for the success of the People's Daily microblog. Strong official background is one of important aspects, but its audience centered discourse pattern is the root cause that can get the fans' affirmation and trust. Under the perspective of reception theory this article analysis the People's Daily microblog from the vision of epistemological principle, value principle and effect Principe. This article is divided into five parts: the introduction expounds the research background,significance,the research object, combing the current academic circles of the People's Daily microblog and reception theory in the field of journalism and communication research situation, puts forward the research purpose, methods and innovations; The first chapter mainly reviewed the development course of reception theory, clear the relationship between the reception theory and transmission of the news, sum up the spread of Weibo characteristics and the development of the People's Daily microblog status quo,lay the foundation for the following demonstrations; The second chapter firstly discusses the feasibility of using the study of the theory of the People's Daily microblog, and then from the perspective of reception theory core "audience",analysis the characteristics of the People's Daily microblog audience, combined with the concrete text discusses how the People's Daily microblog can insist the dominant position of audience, releases the microblogs which can cater the audience's “expect horizons”; The third chapter takes the People's Daily microblog's communication strategy on the sinking of Eastern Star for instance, from the perspective of the use of verbal and nonverbal symbols, summarizes the characteristics of the People's Daily microblog expression; The last chapter on the basis of summarizing the former three chapters, puts forward the future development of the People's Daily microblog space, and takes People's Daily microblog for instance, puts forward my own proposals to the future development of Chinese party newspaper's microblogs.