| In recent years,the media industry has accelerated its pace of change and media intergradation has entered a stage of mature and stable development.The traditional media which previously took the media convergence path have explored a new media transmission method suitable for their own development in the new media field.Among them,there are some outstanding performers.On the Micro-blog platform,the People's Daily Official Micro-blog account has a deep understanding of users' characteristics of Micro-blog and usage behavior of their followers.They publish news which combine information with memes to cater to the preferences of Micro-blog users,producing a good dissemination effect.At the same time,the brand effect of the People's Daily Official Micro-blog account has been established,as they have been recognized for relevant and high-quality memes that goes with their posts.In this paper,relevant research on memes,Micro-blog,and People's Daily were reviewed.We chose to use the Micro-blog posts of People's Daily containing memes as the research object,using stratified sampling method to extract the content of 608 of such posts,which were posted during January 1,2017 and December 31,2017 as sample data to analyze the dissemination content and dissemination effect of the memes used by People's Daily.The article used content analysis method to summarize the features of their posts.We analyzed the release forms of posts containing memes,the number of memes,the effects of memes,the lengths of text,the domain of information,the subjects of posts,and the nature of posts.We concluded that the People's Daily Official Micro-blog account frequently posted voluminous posts which contained memes;their posts that were reposted took large part of all their posts and had extensive coverage of information;the account also got abundant resources of memes and an accurate content and picture collaboration.In this paper,comparative analysis was used to analyze the effects ofMicro-blog posts containing memes.It showed that comparing to the posts delivering same news by the official Micro-blog account of China News,the posts from People's Daily with memes got better communication effects.The in-depth interview method was then used to summarize the communication strategies of the Micro-blog posts comprising memes by the People's Daily Official Micro-blog account.The problems existing in the dissemination process were also discussed.Through an online interview with the editor of the People's Daily Official Micro-blog account,we concluded that the Micro-blog posts of People's Daily had the following characteristics: Dare to try out new modes of communication;Make good use of communication skills;Rich in the resources of memes;Abide by the text-picture matching principles strictly.We also extracted some advice for other official News Micro-blog accounts from the interview,namely,being careful with the appropriateness of the pictures,paying attention to copyright issues,tracking breaking news in time,strengthening public opinion guidance,and adapting to the trend of communication.In the end,some suggestions for achieving better dissemination effects,combining current communication environment,for other official news Micro-blog accounts were provided. |
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