The Discourse Framework Of "Two Micro Ends" In Party Media From The Perspective Of Media Fusion

The rapid development of mobile Internet has broadened the channels for people to receive information,made information dissemination gradually diversified,and put forward higher requirements for the update and development of the media.In order to adapt to the new media era,traditional media have been transforming one after another.The "two micro ends" composed of Weixin,Weibo and news client has become a basic transformation channel under the trend of media convergence.However,under the market situation of new media becoming increasingly saturated,what is the development of the party media convergence of the new and old media represented by People's Daily?What are the characteristics of the discourse framework of political news reporting in the "two micro endsn"?What are the development experiences and shortcomings?These problems become the key to how the party media can better play the role of public opinion guidance in the new media era..Under the guidance of the framework theory and through the method of content analysis,the paper explores the characteristics of the use of the "two micro ends" of People's Daily during its news reporting of the Qingdao Summit of Shanghai Cooperation Organization.Based on the different communication characteristics of the three different media carriers,namely "two micro ends",combined with the discourse framework characteristics of the "two micro ends" reporting on the Shanghai Summit,this paper compares the content and presentation methods of the traditional paper media and the new media in the current political news reports,in order to analyze whether the People's Daily makes use of complementary advantages in the process of transformation and achieves seamless integration of new and old media..Meanwhile,it is found that in the reporting process from the perspective of media convergence,there are successful cases in which the combination of content and form gives full play to the reporting effect of current political news,the use of the reporting framework fully incorporates the unique advantages of the new and old media and enriches the connotation of the framework.And there are also areas worthy of further improvement.In today's media environment,simple integration can no longer meet the current situation and deep integration is increasingly becoming the key to the development of media in the future.Finally,on the basis of previous studies,this paper puts forward some enlightening suggestions on the transformation of traditional media in media convergence,hoping to provide more reference for relevant industry practice and academic research in order to promote the coupling effect between new and old media.