| Since 2005,Guizhou Provincial Party Committee,Guizhou Provincial Government and experts and scholars from all walks of life have positioned "Colorful Guizhou" as the publicity brand of Guizhou's regional image,in order to reconstruct Guizhou's image and change the stereotype of Guizhou.And a good regional image not only comes from the economy and strength of the province,but also depends on the communication and promotion of high-quality media.As a key news website of the CPC Central Committee,People.com.cn is known as the "Online People's Daily" for its strong news dissemination ability and credibility relying on the People's Daily,the official newspaper of the CPC Central Committee.After many years of operation,it has formed a national communication brand and won the recognition of the vast audience.Guizhou Channel of People's Daily Online is one of the more than 30 local channels of People's Daily Online.It has a wide influence and quite authority in Guizhou.In addition to daily propaganda and reports,its carefully planned offline cultural industry activities are highly characteristic of Guizhou and highlight Guizhou style.Encourage the spread of the image of "Colorful Guizhou" in the country and even the world.Based on the above background,this paper takes the Guizhou channel of People's Daily Online as the research object,conducts content analysis on the top news in daily reports of the Guizhou channel of People's Daily Online since the 19 th National Congress of the Communist Party of China,and studies the offline cultural industry activities of the Guizhou channel of People's Daily Online with reference to case analysis and discourse analysis.From the two aspects of daily reports and offline cultural industry activities,the successful experience and shortcomings of promoting the image communication of "Colorful Guizhou" are comprehensively discussed.It provides reasonable suggestions and corresponding strategies for People.cn Guizhou Channel to better promote the image communication of "Colorful Guizhou" in the next step.This paper is mainly divided into six parts:The first part mainly introduces the general situation of Guizhou Channel of People's Daily Online,including the basic situation of the general network of People's Daily Online,the establishment and operation mode of Guizhou Channel of People's Daily Online,as well as the staffing situation of human resources.ecologicalThe second part is based on SWOT analysis to analyze and judge the advantages,disadvantages,opportunities and challenges of the communication of People.com.cn Guizhou Channel.People.com.cn Guizhou Channel has its own advantages and communication opportunities in the communication process: the strong support of People's Daily and People.com.cn,powerful government resources,mature news and communication talents,and the unique human geography and other communication advantages of Guizhou.There are communication opportunities brought by media convergence,Guizhou's rapid development and Guizhou's role as the main battleground of poverty alleviation.However,in the process of communication,People.com.cn Guizhou Channel also has disadvantages and challenges.The commercial operation of People.com.cn Guizhou Channel can not catch up with portal websites.At the same time,People.com.cn Guizhou Channel also faces challenges in the communication process from the competition with other central key websites Guizhou Channel,the restriction of the inherent system of state-owned cultural enterprises and the user diversion under the environment.The third part is on the 19 th in People's Daily online channel in guizhou daily reported since the big headlines do content analysis,from the number reported reports,news sources,genre,theme,news way channel in guizhou in this aspects of People's Daily online news headlines do data statistics,in order to explore the People's Daily online guizhou channel propagation mode of daily reports.It is found from the data that the number of reports will increase in the peak tourist season or the months when Guizhou holds major events,conferences and competitions.In addition to the original news,the sources of the report are mainly reprinted from People's Daily and Guizhou Daily;The topics covered a wide range of topics,with "poverty alleviation","big data" and "ecology" accounting for the most.The reporting genres are mainly news and communication,with the largest number of news genres and the least number of news commentary genres.Most of the reports are illustrated and illustrated.The fourth part analyzes people's guizhou channel representative offline activities case: cultural industry "2018" area "and the ten asean countries saw a cool media will do" and "the number of 2019 expo" as the research sample,two cases are analyzed in detail in the transmission mode,communication effect and reference to the discourse analysis theory analysis case reflects the image of the "colorful guizhou".The 2018 "One Belt and One Road" and the Ten ASEAN Countries' Media Can Be Cool reflects the image of poverty reduction with the theme of "poverty alleviation" and the colorful image of Guizhou with the theme of "tourism culture".The 2019 Digital Expo embodies the image of Guizhou with the theme of "digital technology",the image of intelligent convenience of people with the theme of "big data + people's livelihood",the image of "Guizhou speed" with the theme of "big data + economy",and the image of "smart poverty reduction" with the theme of "big data + poverty alleviation".The fifth part,based on the research of the third and fourth parts,summarizes the communication strategies of People.com.cn Guizhou to promote the image of "Colorful Guizhou".From the above research,it can be found that the People's Daily Online Guizhou Channel adheres to the principle of "hard two hands",and takes into account the planning of offline cultural industry activities while doing a good job of daily reporting and publicity.Then,the author analyzes the communication strategy of the People's Daily Online Guizhou Channel from the two aspects of daily reporting and publicity and offline cultural industry activities.The sixth part puts forward corresponding communication suggestions for the daily reports and offline cultural activities of People.com.cn Guizhou Channel according to the communication strategies of People.com.cn Guizhou Channel.The last part is the conclusion,which makes an overall summary of this paper,including the author's thinking on the People.com.cn Guizhou Channel to boost the image of "Colorful Guizhou" and the shortcomings of this paper. |
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