新媒体的兴起给传统宣传体系带来巨大冲击，新兴党媒的创建体现了执政党重构传播体系、进行传播调适的努力。通过对@人民日报和“侠客岛”的研究发现，其传播范式很大程度上背离了传统宣传主义，建构了一种吸纳专业主义、煽情主义等不同范式元素的“杂糅化”形态。具体而言，两者分别形成传播调适的“情感模式”和“信息模式”，或通过营造与民众亲密性，或通过建构新的政治景观，以不同方式处理宣传使命和获取民众支持这一双重关系。这种差异，体现了执政党致力于建构分层化传播体系的努力，进而反映了治理理念从宣传主义向霸权主义的转变。

The fast development of new media posed great impact on traditional propaganda system and the establishment of new party media, as a result, indicated the efforts by the party to reconstruct its communication system. This paper explored the People’s Daily’s microblog and the Xiakedao and found that they had deviated from the traditional propagandism and constructed a mixed form by borrowing the elements of professionalism and sensationalism. In detail, they formed the emotion pattern and information pattern respectively and through promoting the intimate relationship with the public, or through constructing new political landscape, they handled the con?icts between propaganda mission and public supports in different ways. Such difference showed the endeavor of the party to construct a stratifed communication system and to transform its administrative idea from propagandism to hegemonism.