Analysis of Xinhua’s Cross-Platform Discourse on WeChat Public Media Under the Background of Big Data

With the development of media technology, the audience’s news contact habits have changed. Media integration is an important measure to respond to the shift in digital news dissemination. Cross-platform dissemination of news discourse is an important content of mainstream media communication practice on social media platforms. Previous research on media integration has focused on the integration of media channels and digital technology, with less in-depth exploration of the language characteristics of the two media at the micro-discourse level. Based on the background data of Xinhua News Agency's official account, this paper analyzes the language characteristics of the title of Xinhua News Agency’s WeChat official account, with a view to explaining the relationship between Xinhua News Agency’s discourse characteristics and communication effects from a linguistic perspective, providing a new perspective for theoretical research and theoretical support for business practice. The research is conducted under the control dialectical relationship theory and believes that there are three parties involved in the WeChat news discourse of Xinhua News Agency: national will, network subculture, and commercial interests. Xinhua News Agency still holds the dominant position in promoting online value. Xinhua News Agency uses online discourse technology to express the will of the country. Algorithm visibility is the main factor affecting the discourse technology and dissemination path of Xinhua News Agency’s WeChat news.