Research On The Characteristics Of The Political Communication Of The People's Daily Overseas Edition Public Account “Xiake Island”

As the mouthpiece of the party,the party media has always played an important role in political communication.With the development of the Internet,the scope of the emerging online media platform and the number of audiences have been increasing.In comparison,the communication and influence of the traditional party media have weakened,and the traditional discourse system has gradually been ignored by the audience.Under this circumstance,the new media of the political media organized by the party media successfully transformed from paper media and “recaptured the microphone” on the social network,which was welcomed by the audience.Studying these successful new political media is very meaningful for further enhancing the influence and guidance of such media,attracting audiences and guiding public opinion.The second-level public number "Xiake Island" under the "People's Daily · Overseas Edition" is a successful example of the transformation of the party media.After more than three years of development,it has already possessed core competitiveness.With the authority of the party media background,"Xiake Island" focuses on the mainstream political column and expresses the position of the party media in the interpretation of hot spots,thus ensuring the identity of public opinion."Xiake Island" attaches importance to the setting of the topic,accurately targets the target group as the mainstream knowledge group,pays attention to the domestic and international events with multiple perspectives,and interprets domestic problems through international perspective,and has achieved good results."Xiake Island" focuses on stylistic innovation,and adopts a variety of headings to adapt to the audience's online reading habits,forming a unique way of presentation.At the same time,in thedissemination of political discourse,"Xiake Island" has great innovation.Through the combination of propaganda discourse and communication discourse,and the use of gamified news language expression and civilian perspective,a gap between "two public opinion fields" is initially established.Civilian discourse space.In this space,"Xiake Island" transforms the serious political content into popular interpretation and personalization,transforms into the content that the audience wants to see and love to see,promotes the individual's political socialization,strengthens the political identity of the people,and participates in The construction of China's new era discourse system has enhanced China's international discourse power and better realized its own political communication function.Among the many new media in the political and political affairs,"Xiake Island" has formed its own characteristics of political communication,but there are also some problems.First of all,on the subject of communication,some editorial journalists cannot fully adapt to the needs of the production of political content of new media.Secondly,there is still a problem in the content of communication that is too close to the audience and the language expression is not accurate enough.Once again,the coverage of the arrival of the arrival and the interaction of the audience are also insufficient.Solving these problems depends on improving the way of political communication and improving communication capabilities and levels.Specifically,it is necessary to establish a high-level content production team,further strengthen media integration,optimize management systems and establish appropriate communication mechanisms.