Brand Construction And Dissemination Of Mainstream Media From The Perspective Of New Media

In the Internet era,the decentralized communication characteristics continue to deconstruct the right of speech of mainstream media.The trend of audience-centric content production is increasing.In the face of uncertain information,audiences are more inclined to choose media with brand appeal.Under the cultural and commercial pressure of the mainstream media,how to build high-quality media brands in new media and expand the influence of media brands has become the key to development.This article starts from the dimension of media brand,and takes "People's Daily New Media Center" as the research object to study the construction and dissemination of mainstream media brands.Under the impact of the Internet,mainstream media urgently need to regain media brands and establish an authoritative image.This article conducts research from four perspectives: overview of media brands,changes in communication elements and media transformation,brand construction analysis,and brand communication methods from the perspective of new media.Through research methods such as sampling survey method,document analysis method,and case analysis method,the People's Daily New Media Center adopts the "central kitchen" content production method,and continuously provides the audience with a variety of new media products,and forms a media brand construction and communication new ideas.The dual attributes of China's news media require "business nature and business management".They require the news media to build a brand image that is deeply rooted in the people's hearts,enhance the brand's core competitiveness,form a highlyrecognizable brand,and rely on media brands for in-depth communication to obtain economic benefits.Therefore,we need to emphasize the importance of media brands.This research will have certain reference significance for the construction and communication of other mainstream media brands.