Research On The Innovation Strategy Of Mid-autumn Festival Report Of The People’s Daily Converging Media(2014-2019)

The Mid-Autumn Festival is an important traditional festival in China,which has a long history and culture and embodies the spirit and emotion of the Chinese nation.It is of great practical significance to strengthen the protection and inheritance of the Mid-Autumn Festival culture.In 2014,the People’s Daily’s reports on the Mid-Autumn Festival entered the stage of media convergence.The reporting platform has expanded from the traditional newspaper media to the new media platform,forming an all media matrix integrating newspapers,websites,micro-blogs,we-chat and clients.In view of this,based on the research perspective of framework theory,this study analyzes the Mid-Autumn Festival report of the People’s Daily converging media from 2014 to 2019.This study attempts to analyze the media framework,news framework and audience framework of the Mid-Autumn Festival report of the People’s Daily converging media,clarify the existing innovation strategies and communication effects of the People’s Daily’s reports on the Mid-Autumn Festival,and seek the future direction of innovation and development for the Mid-Autumn Festival report.This study starts from three perspectives: media framework,news framework and audience framework.First of all,combined with the technological development of the People’s Daily’s converging media since 2014,this study refines the innovative strategies of the media position,production mechanism and editorial policy of the People’s Daily converging media in the Mid-Autumn Festival report,as well as the constraints of the media framework on the news framework.Then,taking the Mid-Autumn Festival reports on the three platforms of 2014-2019 the People’s Daily,the People’s Daily Online and the People’s Daily micro-blog and we-chat as samples,the content analysis and data statistics are carried out from the aspects of agenda setting,content selection and report,and a case study of discourse tendency is carried out with each news article.At the same time,using the theory resources of communication ceremony and media semiotics,this study summarizes four main Mid-Autumn frameworks of the People’s Daily: the framework of the Mid-Autumn Festival atmosphere,the framework of family feelings,the framework of the spirit of the times,the framework of technological innovation and the framework of national prosperity,as well as its innovation strategies in the news content.Then,this study uses questionnaires to explore the effect of the existing media framework on the audience’s cognition,attitude,behavior and interpretation,in order to test the advantages and disadvantages of the existing innovation strategy.Finally,based on the analysis of the media framework and news framework,this paper puts forward some innovative strategies that can be used for reference in the People’s Daily’s converging media on the Mid-Autumn Festival report.Based on the analysis of the audience framework,this study can find the deficiency of innovation strategy and future development direction of the People’s Daily’s converging media on the Mid-Autumn Festival report,which provides innovative inspiration for other converging media to innovate the festival report form and give new connotation of festival culture.