Research On Emotional Communication Mode Of Party Media In New Media Environment

Under the background of the rapid development of new media,the party media has also started the platform production and communication mode,and has been stationed in major social media platforms and other new media platforms.In order to achieve long-term development in a complex public opinion environment,we must actively compete for discourse dominance and enhance communication and influence on the premise of understanding the platform attributes of new media and the needs of the audience.The use of emotional communication strategy can effectively enhance the emotional identity of the audience,so as to achieve a strong communication effect to help the party media “regain the microphone”.Based on this,it began to explore the emotional application in the communication practice in the new media platform.The paper selects the People’s Daily WeChat public account as the core case,explores how to match the characteristics of the communication content and the communication platform,and further integrates the emotional elements into the communication practice.The paper mainly discusses how People’s Daily WeChat public account carry out emotional communication practice at the level of content production,and what emotions People’s Daily WeChat public account use.Through the content analysis method,text analysis method and case study method,combined with the emotional political analysis framework containing four elements of“cognition”,“media”,“background affect” and “cute affect”,this paper explores the emotional communication mode of People’s Daily WeChat public account.Firstly,the paper analyzes the content production of ’ People ’ s Daily ’ WeChat public account under the emotional communication mode.It collects the content of People’s Daily WeChat public account within one year,and determines the final sample after removing the fixed mode content by equidistant sampling.The data statistics and analysis are carried out after classified coding according to types,themes,sentence patterns,punctuation and presentation forms.Based on intuitive numerical presentation,combined with specific article cases,this paper analyzes and summarizes the emotional expression of People’s Daily WeChat public account in content production: in the type of theme,through event-oriented,life theme to close to the people;in the article title,the use of special sentence patterns,punctuation and point of view to strengthen emotion;in discourse structure,civilian discourse,language and layout design adapt to emotion to enhance appeal;in the form of presentation,using pictures,short videos and other forms to mobilize the user’ s sensory experience.Secondly,it analyzes the emotional tendency of People’s Daily WeChat public account communication content.This paper uses ROST CM6 software to carry out emotional analysis on the title of the article,statistics of high-frequency emotional words and semantic network analysis of the content of the article,it is find that the communication content of People’s Daily WeChat public account is mainly to convey positive emotions,which follows the emotional logic of “national feelings” and “subject value” to mobilize the specific emotions of users.Finally,the paper summarizes the emotional strategies of People’s Daily WeChat public account: innovating content production mode combined with the characteristics of new media platform,changing narrative style and discourse mode in news reports,and calling different emotional types according to the content level.At the same time,this paper combines the communication experience of the People’s Daily on the WeChat platform with the current communication environment,and puts forward three suggestions for the development of the current mainstream media: strengthening media integration and improving emotional experience;actively change the way of discourse,shaping the new image of the media;strive for the initiative of public opinion,dispel extreme negative emotions.It also emphasizes that the new media platform of the party media needs to pay attention to the rational use of emotion,grasp the scale of emotional use and create excellent works with both emotion and reason under the premise of adhering to news professionalism.