Research On The Report Strategy Of The Party Official Microblogs In The Major Celebration

2019 marks the 70 th anniversary of the founding of the People's Republic of China.In order to celebrate this milestone,China organized a series of celebration activities.With the longest preparation time and the largest number of participants in years,the celebration activities attract widespread media coverage.The party newspaper official Microblogs play the crucial roles among them.In particular,People's Daily official Microblog plays the leading part on the Microblog platform.As the most important and active force at major national celebrations,what kind of communication strategy did the People's Daily official Microblog use in "The 70 th Anniversary of the Founding of the People's Republic of China" National Day celebration? Specifically,what are its content characteristics? How about the reporting channels,formats,timings,and skills? What are the shortcomings and how to improve them? The explanation for these issues is of great significance to clarify,understand and improve the communication strategies of party newspaper officials in major celebrations."People's Daily" official Microblog is a strong performer in the practice of the party's new media.The official Microblog of "People's Daily" has a remarkable diversity in contents which involve multiple fields and professions,and its genre highlights the characteristics of the new media.The report of National Day celebration on "The 70 th Anniversary of the Founding of the People's Republic of China" continued to be authoritative while developing new characteristics for the new media.The new reporting strategy not only focuses on grasping audience demands and emotions,but also good at using functions and tools on the platform to attract audiences to the maximum extent.These behaviors improve the coverage and influence of information dissemination.In the process of reporting,"People's Daily" official Microblog is good at using the information dissemination method of Microblog communication channels to strengthen the viral spread of the National Day celebrations.It cleverly uses a variety of propaganda techniques in the communication strategy that relies on emotions instead of the outdated narrative method to enhance the affinity of the tweet,emphasizes the sense of ceremonial at the parade site,and arouses the spectators of different fields to identify with the activity.In addition,"People's Daily" official Microblog seized the appropriate reporting opportunities,mobilized the audience's emotions during the ceremonies,enhanced the appeal of content,awakened and reshaped the collective common memory.It combined multiple reporting methods to cater to the tastes of different audiences.It has contributed its own strength to the Microblog promotion of the "70th Anniversary of the Founding of the People's Republic of China".Despite the efforts of "People's Daily" Microblog trying to play the role of an official communicator in the new media era,however,there are still some problems that need to be solved in the coverage of major celebrations,such as excessive sensation,abuse of online buzzwords,inappropriate quotation of Microblog topics,and so on.In the end,this article puts forward methods to solve these problems,theoretically providing a reference for the development of the communication strategy of official media in China.