A Study On The Major Theme Reports Of The Party Media

In the context of Media Convergence,traditional media and new media are no longer in the shallow sense of merging and recombining,but have formed a kind of technology-based,using different terminals and platforms,the deep fusion state of innovative content expression form.Major subject reports are the training ground for mainstream media to show their comprehensive strength,and also the main battlefield to test the effectiveness of media integration and development.Therefore,how to do a good job in major subject reports and enhance their communication effect,is the current media need to attach great importance to,a serious study of the subject.The National Day report,as a typical major theme report,is a special and important reporting field that Chinese news media have to face every year.Therefore,it is timely to study the innovative experiences and shortcomings of the National Day report,it is of great significance to explore the innovative ways of major theme reports.In this paper,the People's Daily reports on the 70 th anniversary of the founding of the People's Republic of China published on Weibo,Wechat,Douyin,Kuaishou platform and people's Daily are taken as the research object,using the news frame theory,discussion on the innovation path of major theme report under the Environment of syncretizing media.In this report,"People's Daily" has carried on the remarkable innovation in the thought idea,the content expression,and the dissemination way and so on,has provided the train of thought for the media work innovation under the media fusion background.The study found that in the innovation of major theme reports,the most important thing is to establish the innovation consciousness,the media should find the correct position,adhere to the audience-oriented,fully understand the characteristics of different media platforms,and carry out content production in a targeted way,and strengthen cooperation with other media to build a deep integration of the media environment.Secondly,we should innovate the means of communication,construct the communication matrix,pay attention to the visualpresentation in the report,so as to occupy the commanding point of information communication.It is also important to improve the quality of the content.The media should adhere to the principle that technology serves the content,do the work of uploading and transmitting well,enrich the content expression,expand the content presentation,and make the audience willing to listen,good at listening and like listening.Finally,it is necessary to innovate the management mechanism of media,straighten out the system mechanism,integrate resources,adjust the news production process,deepen the reform of the news media employment system,and stimulate the enthusiasm and initiative of journalists.