Study On Transformation Of The Party Newspaper Under The Context Of Media Convergence

With the rapid development of the Internet,information dissemination methods have been continuously evolving.New media,such as Weibo,WeChat,and mobile apps have gradually become new channels for audiences to obtain information and communicate with the outside world.This converged media brings about the emergence of converged media,which is to converge different means of media,such as newspapers,radio,TV and mobile phones,and enable them to converge into different forms of new media.The rapid information dissemination via multi-channels of new media has led to the development of diversification and decentralization of the public opinion.Party newspapers,nevertheless,have been rigid in style,dull in layout,politicized in content,and had a single channel of communication and poor interaction with the audience.This has caused Party newspapers to lose readership to new media platform,and their ability to guide public opinion have been seriously affected.As communicator and defender,the Party newspaper that shoulders the historic mission in China's political and societal arenas,ought to adapt to the development of the media and solve the challenge brought about by new media.In practice,Chinese local Party newspapers have innovated and adopted new minds,actively developed new channels,transformed the operation mechanisms,refined contents,and made advances in terms of improving the credibility and impact of the Party newspaper.Based on the work experience and knowledge,the author recognizes new challenges that the Party newspaper faces in the context of media convergence and wants to use the case of Dazhong Daily,which is affiliated to Party Committee of Shandong Province,to talk about the measures to be taken by Party newspaper to adapt to media convergence.Based on Comrade Xi Jinping' s request on the party newspaper at the Forum of Journalistic Public Opinion and given the changing public opinion landscape under the context of media convergence,this article centers around analyzing the role of public opinion guidance that the Party newspaper plays from the perspective of public management,using the literature research method,the case analysis method and field study.In Chapter 2,it studies the impact of media convergence on the media guidance of the party newspaper,discussing the Party newspaper and its way of guiding public opinion,the development of media convergence,the features of modern public opinion,and the challenges that the Party newspaper faces in guiding public opinion.Chapter 3 uses Dazhong Daily as an example to explain its exploratory efforts in public opinion guidance by discussing its innovation and deficiencies through case analysis.The fourth chapter provides references for the Party newspaper in China to accelerate the development under the context of media convergence by summarizing and analyzing the media convergence experiences of People's Daily" and The Paper.The fifth chapter discusses strategies that Dazhong Daily has taken in the public opinion guidance,namely setting up the prominence and cultural confidence of the Party newspaper at the macro level and innovating the communication methodology and developing platforms in order to gain control of the public opinion guidance.