This paper takes two news columns of People’s Daily microblog , Hello, Tomorrow and Micro Comment as case study. We start from the views of text research and context research. According to our study, from the views of text research, the editorials of People’s Daily microblog represent features of sublime words with deep meaning, colloquial expression, distinctive standpoint and delicate rhetoric; from the view of context research, the discourse mode of People’s Daily microblog attempts to build a paradigm of Deliberative Conversation with civilians on the base of adhering to the authority, and emphasize the credibility and responsibility in all the contents.