Purpose/Significance: This study aims to define the concept of leading cadres new media usage
in China specifically, and to describe and analyze the forms and typical cases
and characteristics of leading cadres new media in different stages. Method/Process: Based on the themes and contents of a few media accounts of leading
cadres at different ranks, we summarizes leading cadres new media usage in a
systematic perspective and content analysize method.Result/Conclusion: The study defines the concept of Leading Cadres’ new media from the perspective of media practice,
determine its position as a media communication platform in the government
affairs new media communication system and its relationship with the other
elements, and then systematically review the evolution of its media practice
from personal website, blog, microblog and microblog to WeChat, live show. On
this basis, with the Harold Lasswell communication model, this article
summarizes leading cadres new media communication characteristics from five
aspects: content producer, content, channel, audience, and effect. Future
studies may also enhance the empirical research from the effect perspective.
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