| Achievement reporting is the most commonly used reporting method to report new ideas,measures and new achievements that have emerged in the process of social development.It has an important role in promoting major central decisions,reflecting major achievements,inspiring and cohesive strength,and promoting harmonious and stable development.It has good spreading effect.2018 is the 40 th anniversary of reform and opening up.Over the past 40 years,China's rapid development has attracted worldwide attention.Taking this opportunity,the People 's Daily “Weibo,WeChat,News Client” platform relied on the background of media integration to sort out developments and changes in all aspects of China over the past40 years and use new media technologies to carry out the “40th Anniversary Report on Reform and Opening Up ”.Thematic integration reports,"through" experience reports,H5 interactive reports,live sharing reports,nine pictures brief reports,one-minute video reports,celebrity publicity reports and other report formats have attracted users to continue to pay attention to China's development and changes since the 40 th anniversary of reform and opening up.A series of stories were favored by users and sparked discussions,changing the stereotype of traditional achievement reports.Therefore,the topic selection in this article has important value and significance.This article takes the "Microbial Report of the 40 th Anniversary of Reform and Opening Up" as a research object of the two micro-end platforms of the People 's Daily,uses the theory of communication effects as a framework,and uses the literature analysis and questionnaire survey methods to report the status of the 40 th Anniversary of the Reform and Opening-up,its communication effects,and its impact.Factors were studied.The first part is the introduction,which elaborates the background,purpose and significance of the research,introduces the sample selection,literature collection and use,defines important concepts and related theories,explains the research methods used in the thesis,and puts forward the innovations of this research.The second part,the first chapter,sorts out the content,report features,collaborative communication mode,and communication impact of the "Weibo,WeChat,News Client" platforms of the People's Daily on the “40th Anniversary of Reform and Opening Up”."The study provides important evidence.The third part,thesecond chapter,analyzes and summarizes through literature and questionnaires,and uses descriptive statistics and cross-analysis to present data from the three levels of cognition,attitude,and behavior,so as to analyze the effect of communication.The fourth part,Chapter 3,analyzes the factors affecting the communication effect of the"40th Anniversary Report of Reform and Opening Up" on the"Weibo,WeChat,News Client"platforms of the People's Daily from the perspective of communication elements.The fifth part(chapters four and five)summarizes the highlights and experiences of the "Report on the 40 th Anniversary of Reform and Opening Up",points out the shortcomings,and puts forward the improvement strategies for reporting on the achievements of the mainstream media at both ends.Generally speaking,in terms of cognitive effects,"Weibo,WeChat,News Client" platforms of the People's Daily “ Report on the 40 th Anniversary of Reform and Opening Up” have good awareness and contact among users at different levels,and users have a better understanding of the report.In terms of the effects of emotional attitudes,most users are satisfied with the "Report on the 40 th Anniversary of the Reform and Opening Up".The related reports have a certain degree of influence on the users' national identity,patriotic enthusiasm,and development impressions of various provinces and cities.In terms of behavioral effects,the spread of the "40th Anniversary Report on Reform and Opening Up" has increased the audience ' s enthusiasm for achievement reports.Some users are willing to share excellent reports,and some users tend to use WeChat to contact and understand the reports.Of course,different individual characteristics Users also differ greatly in media selection.According to the feedback results of the questionnaire survey,a small number of users think that the "40th Anniversary Report on Reform and Opening Up" of the "Weibo,WeChat,News Client" platforms of the People's Daily needs to be improved.Based on this,this study proposes strategies for improvement and optimization.This article hopes to achieve the following goals through research: one is to find a way to improve the effectiveness of the achievement report in the context of new media;the other is to provide a reference for the mainstream media to successfully transform,plan achievement reports,and improve the platform's influence;Suggestions for the shaping and dissemination of China's national image. |
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