Analysis Of The Discourse Construction Of "@Chengdu Gaoxin"

Within the context of the popularization of new media,the governmental new media face not the passive audience who merely receive information,but the active network audience who have gradually obtained the speaking right through the empowerment of digital social media.The network audiences' awareness of having the speaking right has been greatly raised,which leads to the deconstruction of the core status of traditionally mainstream media.Facing this trend,the governmental new media has been challenged to think about how to compete with other types of new media and how to predominate the speaking right.It is plausible to think that the control of the speaking right should be realized via the construction of the discourse system.In this essay,the research object is the microblog of “@Chengdu Gaoxin”.605 pieces of its microblogs in recent three years have been drawn at random as the samples to be studied with the methodology of content analysis and discourse analysis.The research of the ways,the results,and the reasons of the discourse construction of “@Chengdu Gaoxin”,on one hand,provides the references to other governmental new media;on the other hand,opens up a new perspective to study the governmental new media within the field of communication,and finds a new research object relating to the discourse analysis.It is found that the content of “@Chengdu Gaoxin” are mainly original Weibo,of which the discourse tone is often pleasing,the speech acts mainly include narrating and asking questions,the themes are mainly about the entertainment or leisure,and the discourse attitudes are always positive.Through the strict monitoring of the source texts' origins,“@Chengdu Gaoxin” has effectively guaranteed the authenticity of information;and through the personalized processing of the source texts,its content is close to life and its form of expression is acceptable to common people.While dealing with the public emergency,“@Chengdu Gaoxin” publishes the real condition of the events in time,so as to lead public opinion and maintain social stability.“@Chengdu Gaoxin” has built a close communication mode with its audiences,established the government's authority and credibility,enhanced the transmissibility and influence of itself,and realized the positive leading of the public opinion as well as the predominance of the mainstream speaking right.The discourse construction mode of "@Chengdu Gaoxin " microblog is influenced by its strategic task of taking the initiative in public opinion work and holding the discourse power of mainstream ideology,as well as by the characteristics of the operation team,the audience and the microblog itself as a media.In order to carry out an effective discourse construction,governmental new media needs to clarify and improve its own discourse context,make it clear that its discourse construction should put the political direction in the first place,and build a professional and standardized operation team.The construction of discourse should highlight the party spirit,be close to the people,emphasize the civilian nature,insist on the authenticity,construct the popular discourse model,and establish the "bilateral interaction model".In the Internet era,the ultimate goal of the construction of governmental new media discourse is to realize the initiative of public opinion work and grasp the discourse power of mainstream ideology.Effective discourse construction is inseparable from the correct cognition of discourse context and the rational use of discourse content.