Research On The Emotional Communication Of The Event Of "North Ward Migration Of Asian Elephants In Yunnan" In The Microblog Of Mainstream Media

With the development of social media,emotional communication has become an important mode of communication.In recent years,the mainstream media began to explore the concept of this communication in the process of media transformation,and began to study the mode of emotional communication.In the event of the "northward migration of Asian elephants in Yunnan",the official microblog report of @ People’s daily successfully spread emotions to the public,and produced good communication results.Taking the microblog report of @ People’s daily on the event of "the northward migration of Asian elephants in Yunnan" as an example,from the perspective of communication and social psychology,this paper mainly adopts the content analysis method to analyze and discuss the relevant microblog reports and corresponding microblog comments of @ People’s daily.The research mainly solves the following problems:@ what kind of emotional communication strategy does the official microblog of people’s daily have in this event?Specifically,it is divided into emotional communication characteristics,what kind of social psychological characteristics the public reflected in this event,and what kind of communication effect it produced.The full text is divided into six parts.The first part is the introduction,which mainly explains the research background,theoretical basis,research problems,research contents,research methods and research significance;The second part is a literature review of emotion,emotional communication and emotional communication of mainstream media;The third part is the main research design,including the selection of research objects,the clear collation of data sources and the construction of specific research content categories;The fourth part is the content analysis of the microblog report on the "northward migration of Asian elephants in Yunnan" event of @ People’s daily and the emotional tendency analysis of microblog comments.The content analysis of microblog reports is divided into four categories:the number and time distribution of reports,the topic of reports,the title of reports and the form of reports.The emotional tendency analysis of microblog comments mainly includes the emotional distribution of comments,the statistics of comment word frequency and the analysis of comment semantic network;In the fifth part,through the research on the microblog content,it can be found that @ when people’s daily carries out emotional communication,positive emotions account for far more than negative emotions.In the process of microblog publishing,it has the characteristics of content expression sprouting,content scene gathering and individual narrative perspective;Through the research and analysis of comments,it can be found that with the continuous transformation and development of society,the public social mentality has changed,with the characteristics of being more confident,calm,proactive and inclusive and rational.It is precisely because of the characteristics of the emotional communication of @ People’s daily and the change of public social mentality that the communication effect has been significantly expanded compared with the past,that is,the mainstream emotion and humanistic image have been created.The sixth part summarizes the values,problems and Strategies of mainstream media such as people’s daily in emotional communication:mainstream media create an emotional atmosphere,form public opinion and construct social culture through emotional integration.In this process,there are also the problems of the overflow of network emotions and the lack of rational thinking.Therefore,it is proposed to pay attention to the needs of the audience and endow the subject consciousness.Set a positive framework to give rational experience.With the help of emotional technology,we can understand the audience’s emotional communication strategies.