Research On Construction And Communication Of The Party And The State Leaders' Media Image In Sina Weibo

Generally speaking,there exists the mutualistic symbiosis and proximate connection between the media and politics,as well as the relationship of correlative dependence and interaction.The state leaders' image communication has become an indispensable part of political communication and shown different characteristics in different media environment.In our country,the party and the state leaders' media image constructed with the closed communication system in traditional media environment.However,with the popularization of internet and mobile medium,the media ecology has been diversified and complicated,and the communication of the party and the state leaders' media image has changed as well.Especially,Chinese party and state leaders have shown their great recognition to the new media technologies adopted in political communication.The media image of the new round of leading group is becoming fresher and more vivid,and the official has shown us that they are trying their best to meet with demands of the public.It is of great significance and value to research the media image of the new round of Chinese party and state leaders based on such an era background.For convenience of the research,“leaders' image” designed in this paper refers to the media image of Xi Jinping,current supremo of Chinese Communist Party and the People's Republic of China.In the new media time filled with rapid changes,the birth of Weibo has brought vitality and chances for the continuous development of new media undoubtedly.Based on its excellent communication advantages,Weibo has become one of the most influential We Medium in China.As a network communication mode with broad influences,the appearance of Weibo has changed the pattern of public opinions on the internet,and provide the public a good platform for participating in the administration and discussion of state affairs.In China,the most representative and influential one should be the Sina Weibo,the microblog service provided by the sina.com.It has become a microblog product with the most users in China.As an important We Media,researching the construction and communication of Chinese party and statel leaders' media image via Sina Weibo would bring new thinking and new angles for Chinese political communication,as well as provide theoretical supports for Chinese party and state leaders to build up positive and healthy media image.Based on the aforementioned background,this paper mainly researches the construction and communication of Xi Jinxing's media image via the grassroot Weibo-“Xi's Fans Club” and the official Sina Weibo-“People's Daily” from the perspective of political communication,according to communication science,political science,semiology,psychology and other relevant knowledge,as well as depending on some theoretical knowledge,such as “Gatekeeper Theory”,“Agenda-Setting Theory” and“Framing theory”,etc.The research findings show that compared with traditional mass communication,the media image of Chinese party and state leaders has changed,communication ways have become mode novel,and the personal style has become distinct in new media environment.The application of cartoons and aminmation episodes keeps pace with information spreading in new media time,making leaders' image being close to the reality and life.However,due to many restricts on news report about Chinese party and state leaders,there are many defects existing in these reports,such as unitary contents,strong publicity sense,and advocating collective representations.It is proposed in this paper that it ought to broaden communication channels for party state leaders' media image,enrich communication contents,and give full play to the leading role of network opinions in communication of party state leaders' media image so as to construct Chinese party and leaders' image with stronger contemporary spirit.