The Rise Of The Party Newspaper In The New Medium Environment

Since the 1990 s,with the wide popularity of computers and Internet,it has greatly changed the original media ecology and media pattern,whether it is the main body,the media,the audience,the channel and the way of communication,etc.There's been a subversive change.On the one hand,with the development of the traditional newspaper industry,a large number of talents and readers have been lost,the business situation has gone from bad to worse,the authority and influence have been gradually dispelled;on the other hand,the public opinion has been divided.Outside the official public opinion field constructed by the original traditional media,there is a "network public opinion field" with the Internet as the carrier,and the relationship between the two is full of various.Therefore,how to explore a new way of development under the new media structure has become an urgent reality for the Party newspaper.Up to now,the Internet has emerged the characteristics of "platform oligopolization".In the media pattern,several social media platforms,led by WeChat and Weibo,which became the largest communication platform on the Internet.Under such circumstances,almost all the traditional media have taken up these social media platforms and attempted to seize the commanding heights of public opinion in various ways,after several years of exploration.The party newspaper,represented by People's Daily,has found a new way to develop new media.Taking "People's Daily" as the object of study,this paper makes a deep study on the causes and form process of the new position of public opinion under the new media structure.The study found that the reason of "People's Daily" WeChat Official account's success is,its mother "People's Daily" strong brand influence,authority of public opinion,rich resources,constant trial and error exploration,professional team and other factors concentrated.Basre on the current research,"People's Daily" of the WeChat Official account's success can be used for reference,but the elements that can be used for reference need to be continuously observed.Under the new media pattern,the new media of the Party newspaper utilize the WeChat Official account to explore its own development in the position of public opinion on the Internet,in addition to making good use of its rich resources and deep foundation,combining the characteristics and technology of the new media communication.It is also necessary to further break the concept,follow the trend of the times,make oneself as a member of the technological revolution,actively explore new possibilities and assume the public opinion responsibility due to the Party newspaper.Always grasp the needs of users,constantly improve their own professional skills,and expand business channels and ways to occupy the commanding height of public opinion.