The Impact of Social Media on Traditional Mainstream Media— A Case Study of People’s Daily

The advent of communication technology has posted great challenges to conventional media. The traditional mainstream media are accordingly faced with fierce competition under the flourishing media convergence. People’s Daily, as the representative of mainstream media in China, has accomplished media transformation. Within embracing various technologies and engaging with the audience, it earns great attention and credits. By carrying out a case study on the media transition of People’s Daily, this research reveals the influence on the storytelling of People’s Daily, from content to perspective, and amplifies on how the transition impacts news value. The results of this study indicate that People’s Daily wins favor from people by adopting the perspective of the masses, developing audience-focused awareness and labeling itself as an indispensable key opinion leader. Simultaneously, the news value is challenged, as People’s Daily presents the audience with brief and emotional content. Accordingly, people could be easily irritated without understanding the whole story and crucial reasons behind the information, besides the tendency of adapting to fragmented information is problematic. Suspicion of unifying public opinions also exists as People’s Daily frequently select favorable comments below controversial issues.