| With the progress of technology and the development of new media,it is necessary for the media to be deeply integrated.Moreover,due to the development of mainstream media itself and the propaganda policy of the Party and the government,the media to be deeply integrated is necessary and inevitable.But at the same time,in the gradual process of media convergence,some mainstream media are facing a series of problems.In the background of 5G era,relying on mobile technology,this paper studies the communication strategy of Xinhua News Agency’s new media operation,and explores the communication characteristics,audience situation and content characteristics of central mainstream media by point and area.Text analysis method,case analysis method and statistical analysis method were adopted in the study.Related literature was sorted out in the early stage to find the blind spots of the corresponding theoretical research.In the middle stage of the study,the data were statistically analyzed and the conclusions were drawn and presented in the form of charts.In the later stage,the conclusions were stated and the research innovation was inspired.This paper analyzes zhihu as a specific communication context of Xinhua News Agency,including the analysis of Zhihu,the communication research of Xinhua News Agency in Zhihu,and the integrated communication strategy analysis of Xinhua News Agency in Zhihu.Through analyzing the report of Xinhua News Agency in Zhihu,this paper concludes several advantages and disadvantages of the integration of Xinhua News Agency and puts forward corresponding countermeasures.Based on the media situation theory,five communication strategies of mainstream media in online Q&A community are obtained.Through the analysis of the theoretical basis and implementation rules of Xinhua News Agency entering Zhihu,this paper puts forward the model of mainstream media entering online Q&A community that can be copied,and tries to promote the deep integration of mainstream media. |
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