Research On The Adjustment Of Political Discourse Communication Of Party Media On Mobile Social Platforms

The advent of mobile social media era brings opportunities and challenges to the mainstream media represented by the party media.For a long time,the political discourse of the party media in China has been presented in a serious and formal way,which has been incompatible with the current new media communication environment.Therefore,party media are actively engaged in mobile social platforms represented by WeChat,Weibo and APP.The party media's unique role positioning and audience group make it accept the rich and diversified adjustment.Therefore,this paper attempts to analyze the case of current political discourse adjustment,and analyze the approach to the adjustment of party media political discourse from multiple dimensions including content,form and platform construction.In this paper,"the 19th CPC national congress" is taken as the key word,and the full sample of the official microblog of People's Daily(@people's daily)is extracted,analyzed and studied.At the same time,this paper combined with other party media discourse communication practice for comprehensive analysis and research.The necessity of the dissemination of party media political discourse on mobile social platforms is summarized,which is mainly discussed from three aspects: the dissemination characteristics of mobile social platforms restrict content production,the user logic restricts the dissemination form and operation logic of mobile social platforms restrict the construction of party media political discourse communication platform.Then it analyzes the changes and development of the party media political discourse in the topics selection,content narration and discourse production subjects of the mobile social platform.Then it mainly analyzes how to realize the innovation of the self-communication of the party media into the self-communication of the users through the multiple communication means,scene conversion and multi-platform linkage of the mobile social platform.After that,it analyzes the platform construction concept of the party media political discourse communication,the internal adjustment of the platform organization mode(the deepening of media integration)and the linkage between the establishment of the corresponding organizational communication platform and the external,so as to gradually realize the platform construction innovation of the party media politicaldiscourse.Based on the above research,the author explored the way of adjusting the communication of party media political discourse on mobile social platforms.Namely in the content: based on the needs of "individual",innovation of story-oriented content products.Coordinate the theoretical discourse with the discourse of daily life,focus on the "ordinary people",choose the comprehensive content and conform to the new media logic,and integrate into the story of empathy narrative;Form of communication: the use of high-tech means,a variety of forms of reporting.Reasonable use of micro video,big data and other technologies,to do a good job in the coordination of fragmented reporting and in-depth interpretation;Platform construction: strengthen party spirit and popular spirit,act according to one's ability,and build a resource-intensive,coordinated and efficient all-media communication system.