Research On Emotional Communication On Party Media’s New Media Platform

In China’s social transition period,the existence of some obstacles le ads to the imbalance of social structure and social environment.It not onl y affects the life of members of society,but also poses a certain threat to the normal order of society and even the safety of social operation.In t he era of technology empowerment,new media has become an important outlet for the release of public emotions,and the public can vent their e motions through new media.If the media is improperly guided,public em otions will be out of control and public opinion will be out of order.The refore,exploring communication strategies of new media platforms,transfo rming communication discourse,and releasing positive effects to the great est extent have become important topics for emotional communication of new media.The wechat public account of xiake＿island,a subsidiary of Pe ople’s Daily,has accumulated rich experience in emotional communication and emotional governance,providing useful reference for emotional com munication on new media platforms.This paper takes the wechat public a ccount of xiake＿island as the research object,discusses the characteristics of its communication content and the operation of emotion in a specific s ituation,and analyzes the emotional strategies used by the Party’s new me dia in the communication process and the purpose of emotional communic ation value.The study found that in news headlines,news content and dif ferent situations,xiake＿island frequently evoked positive emotions such as "sympathy" and "rationality" to relieve negative emotions such as "anxiet y" and "anger" that were not conducive to social development and stabilit y;In the face of emergencies,xiake＿island draws on the ideological resou rces of China’s excellent traditional culture,and appeals to nationalism an d feelings of family and country to emotionally mobilize the people and s oothe their emotions to alleviate their fears.Based on the above research, this paper points out that emotional communication has become an impor tant way of new media platforms.The new media platform of the Party media needs to integrate the elements of "emotion" and "reason" into the process of public reasoning at the same time,cultivate the aggregate ener gy of emotional identity,construct the sense of identity and value,use off icial discourse to "face up to listen",integrate thoughts to enhance the fee lings of family and country,and ultimately help realize social governance.