"People’s Daily" Official Microblogging Image Building Of National Leaders

After eighteen new ways of new media as a leader image spread more and more attention. Past the traditional model of the mass media to promote its image of Chinese leaders no longer meet the new forms of international and domestic development needs, the kind of stereotyped, charisma conceptual publicity can not complete embodiment leaders. Media slowly aware, personalized political profile than in the past serious political image is more easily acceptable, and easier to achieve the effect of political communication idealized. "People’s Daily" as an excellent representative of the party newspaper, use microblogging to expand the image of the leaders of propagation channels, enhance the scope and impact of the spread of national leaders Portrayal content visualization and personalization process, to promote its effect has been the public accept.Based on the new media ecology and historical background of social transformation, political communication perspective, combined with knowledge of journalism and communication, "the People’s Daily," the official Sina microblogging topic in 2015 Xi Jinping’s visit to sample to study the "People’s Daily," the official micro Bo Communication on media image of our national leaders. The full text is divided into five parts:The first chapter introduces research background, research methods and literature review7; The second chapter is to publish the time and quantity, form and genre, the report contents, report language and public opinion analysis surrounded by this five indicators on Weibo about President Xi’s visit in 2015 reported content analysis. The third chapter is the core part of the content, by example how to shape the leaders of the People’s Daily to analyze the image. The fourth part is to explore the new media environment are summarized under the People’s Daily official microblogging for national leaders Portrayal Experience.