Research On The Spring Festival Report Of The Party's WeChat Public Account

With the widespread use of the Internet and the continuous update and development of digital technology,the media has continuously evolved and improved,and social media on the Internet has gradually transformed into a public opinion expression platform that includes information,opinions,etc.The agenda setting function and discourse advantages are no doubt a challenge for mainstream media news reports and public opinion guidance.As a representative of traditional media,the party newspaper has also begun to explore a new way of media integration in order to meet the challenges posed by new media.At the beginning of 2013,in order to adapt to the new media ecology,the "People's Daily We Chat Official Account" came into being.According to data from the Qingbo Index and Ai Media Consulting,the "People's Daily" We Chat Official Account has long been reading and affecting Power and value rankings occupy the first place.The Spring Festival is the most important traditional festival of the Chinese nation.The Spring Festival report has a special influence and role than the usual daily report.It occupies a position that cannot be ignored in the entire news report,exchanges and summarizes the practical experience of the Spring Festival report,and explores the characteristics of the Spring Festival report.The reason for its formation is a meaningful practice for improving and optimizing the reporting of the Spring Festival and even the entire news report.Therefore,this article uses the We Chat public account of the People 's Daily as the research object,and its 2014-2019 Spring Festival report as a specific research sample,and compares it with the corresponding report in the paper version,using comparative analysis,text analysis and The content analysis method explores its Spring Festival reports.Through the study of the People's Daily We Chat public account for the Spring Festival report,it found that its report size and report text showed different reporting characteristics from its paper version,providing a good reading experience for the audience and remedying the " The shortcoming of the paper version of the People ' s Daily newspaper reporting model is the evolution and compensation of the public account for the paper version.However,there are some problems in the We Chat public account of "People's Daily" during the reporting of the Spring Festival.For example,the content homogenization is serious and there is a lack of innovation;the media technology is not fully used;the depth of the interaction is not enough,and there is no feedback on the interaction of the audience.Wait.Therefore,in order to achieve the development over the years,the We Chat public account of the "People's Daily" needs to be correspondingly improved.The author also searched for the desirability of the We Chat public account of some local party newspapers,with a view to the We Chat public account of the "People's Daily" The party's new media provides some reference.This article is divided into four chapters.The first chapter refers to Professor Cai Wen's research perspective on the scale of news reporting,and explores the scale of the report of the Spring Festival report of the We Chat public account of the "People's Daily";The report text of the public account of the Spring Festival was explored.Based on the research results of Chapter 1,Chapter 2 summarizes and analyzes the different characteristics of the new media of the People 's Daily We Chat Official Account from the paper version compared to its paper version in terms of form and content.The third chapter starts from Levinson's theory of "media evolution",and puts it in the background of social development,and analyzes the reasons for the formation of thecharacteristics of the People's Daily We Chat public account for the Spring Festival.The last chapter analyzes the shortcomings of the We Chat public account of "People's Daily" in the current report,and puts forward corresponding development suggestions.The author hopes that through this study,while exploring the specific practice of the party newspaper We Chat public account for the Spring Festival,it will provide new ideas for the establishment of a new media communication platform for traditional mainstream media,and help traditional mainstream media to seize opportunities in the transformation of the new media era to improve and The integration capabilities of the new media environment highlight its own value.