Research On The Communication Of The Spirit Of "Two Roads" On The Wechat Official Account Of Xizang Daily From The Perspective Of Agenda Setting

The spirit of "Two Roads" came into being in the process of constructing the No.1project of the Republic of China--Qinghai-Tibet highway and Sichuan-Tibet highway,which inspired generations of traffic people to create miracles.In 2014,General Secretary Xi Jinping made important instructions on the 60 th anniversary of the opening of the Sichuan-Tibet and Qinghai-Tibet highways,calling for further promotion of the spirit of "Two Roads",boosting the development of Tibet,and giving full play to the guiding role of the spirit of "Two Roads" in accelerating the building of a transport power.In the era of new media,the spirit of "Two Roads" is facing the change of communication form and transformation of communication mode.In this context,the new media platform represented by the wechat official account has become a new front for the spiritual communication of the spirit of "Two Roads".As the mainstream new media platform of Tibet Autonomous Region,the wechat official account of Tibet Daily enjoys unique advantages in spreading the spirit of "The Two Roads" both in terms of historical origin and geographical proximity.This thesis uses 901 articles published on the wechat official account of Xizang Daily from July 27,2014 to December 11,2021 as research samples.Based on the theory of agenda setting and the content analysis method,the sample content is analyzed in layers from the perspectives of the salience of agenda,attribute agenda setting and agenda strengthening,which can be divided into outer agenda,inner agenda and interactive agenda.On the outer agenda,through the data analysis of the time period,frequency and carrier of push,the characteristics of the outer agenda for xizang Daily’s wechat official account to spread the spirit of "Two Roads" are summarized: the number of tweets is increasing,responding to the call of policy;The dissemination mode is stable and the agenda is kept warm.On the inner agenda,the characteristics of the inner agenda of Xizang Daily’s wechat official account in disseminating the spirit of "Two Roads" are summarized through data analysis of the four dimensions of theme type,writing tone,news source and language style.Positive neutrality is the main,active dissemination of issues.On the interactive agenda,through the data analysis of the reading,likes,comments and tone of the tweets,the characteristics of the interactive agenda of Xizang Daily’s wechat official accountt in disseminating the spirit of "Two Roads" are summarized.Select positive comments to guide positive interaction.Finally,through the analysis and summary of xizang Daily wechat official account in the dissemination of the spirit of "Two Roads" deficiencies,put forward the corresponding optimization strategies.The study found that wechat official account has obvious government style in the dissemination of the spirit of "Two roads",but the media form is not diversified enough.The gist of the content is unclear,and the penetration of the communication is insufficient;The communication mode is unidirectional and the interaction effect of agenda is weak.In view of the above shortcomings,this thesis puts forward the following optimization strategy suggestions:change language style,soft communication narrative mode;Increase the original tweets,expand the agenda dissemination depth;Strengthen audience interaction,promote the integration and integrity of the topic setting.To sum up,this thesis makes a systematic study of 901 articles published on the wechat official account of Xizang Daily from July 27,2014 to December 11,2021 by using the theory of communication agenda setting.It is beneficial to enrich the communication form of the spirit of "Two Roads" and put forward suggestions to improve the communication effect from a more detailed and realistic perspective.We will promote the spirit of "Two Roads" and inject strong spiritual impetus into the construction of a transport country.