Research On The Communication Strategy Of The Live News Of The People's Daily Client

Mobile live broadcasting is a new communication technology in recent years,which has changed the mode of information dissemination.In the field of news communication,live broadcast of mobile news has aroused widespread concern from the news media and the public.On February 19,2017,People's Daily launched a live channel on the client platform,which opened the exploration of mobile news live broadcasting in the mainstream media.In the context of media convergence,how do mainstream media news clients report news with the help of mobile live broadcasting technology? What are the characteristics of news live broadcast on the news client of mainstream media? How to develop mobile news live broadcasting better? Based on these questions,this article selects the news live broadcast of the People's Daily client as the research object.This study mainly uses case analysis method,content analysis method and participation observation method to study the news anchor,communication content,communication channel and user interaction of the live news broadcast of the People's Daily client,and summarizes the current communication strategy of the live news broadcast of the People's Daily client.The study found that the anchor of the People's Daily client live broadcast frequently used the first person in the live broadcast;the spoken language expression of news anchors has increased;the news anchor attach importance to the communication and interaction with the audience during live broadcast.and People's Daily Client news anchor has excellent ability to control the news site.The study also found that The People's Daily client attaches great importance to the originality of news broadcast,at the same time,it also actively cooperates with other media and has a rich content source;People's Daily's live coverage focuses on a variety of topics;as a party newspaper,the People's Daily client focuses on the live broadcast of current political news content;In addition,in order to create brand characteristics,the People's Daily client has greatly improved its originality,opened many boutique live sections.In addition to the live broadcast of the client platform,People's Daily also actively linked with social media to enhancemedia collaboration and expand the channels of news broadcast.In terms of user interaction,People's Daily has set up user interaction sites on the client live page and provide users with a rich way to interact.Moreover,the user interaction of the People's Daily client live broadcast is diverse and interactive.Finally,the author sorts out the problems existing in the current People's Daily client news broadcast,and proposes relevant optimization paths.I hope that it can provide reference for other news media clients to conduct live news broadcasts,and in the future,I hope this study can provide reference for other scholars to study the news broadcast of news clients.