Innovative Construction Of Discourse Power Of Mainstream Media In New Media Field

The mainstream media is the main force of the media in China.It has been shouldering the responsibility of "mouthpiece" of the government and the people for a long time,watching the society and guiding the public opinion.It has high authority and credibility.Therefore,in the long-term development process,it has also accumulated a large number of audience resources,with strong influence and discourse power.With the development of mobile Internet technology,new media continues to flourish.Today,unprecedented changes have taken place in the environment of news communication in China: the subject of communication has expanded infinitely,the channels of communication have become rich and diverse,new forms of communication have emerged in endlessly,the amount of information is complex and difficult to distinguish the true from the false,the voice of public opinion is complex and changeable…… In such a communication ecology,China's mainstream media is not only facing the objective reality of the loss of the original audience groups,but also facing the challenge of effectively giving out the mainstream voice and guiding public opinion in the crowd noise.In recent years,the Communist Party of China and the government have repeatedly put forward their opinions on the transformation and development of traditional media,asking for the active promotion of media integration,the construction of new mainstream media,and the continuous improvement of communication,guidance,influence and credibility.In this regard,CCTV,as the central mainstream media in China,has taken the lead in a series of attempts and efforts,and the short video program "Zhuboshuolianbo" launched in 2019 is a successful case.The program has bold innovation in production concept,communication form,communication content and so on,which has won the widespread love of the audience group.The author collected and combed the relevant literature.On the basis of some classic theories in sociology and news communication,this paper takes the program of "Zhuboshuolianbo" as a case for in-depth research,and uses the content analysis method to combine the quantitative and qualitative research on the program content.The paper summarizes the successful experience of the program in the aspects of communication mode,channel construction,content production,etc.Finally,based on H.D.Lasswell's "5W" communication model,combined with the case study,the paper puts forward the strategies of the mainstream media's discourse power construction in the new media field: integrate resources and give full play to its advantages;focus on innovation and create excellent content;embrace the times and build a media matrix;accurately position and attract target audience;interact effectively and improve communication effect.Through the research of this paper,I hope to provide theoretical guidance for other mainstream media to construct discourse power in the new Internet communication environment,and to benefit the integration and transformation of mainstream media at all levels in China.