Public acclaim official media's use of internet slang (3)

Another 22.91 percent urged that such efforts should be encouraged.

However, some 18.5 percent of the respondents opposed this approach by reasoning that adopting the teasing style of Internet slang may provide a distraction from the serious purpose of official media.

Nonetheless, a commentary published in China Youth Daily two days after the People's Daily article, said the use of Internet buzzwords showed efforts by journalists to get closer to the people and respond to public appeals.

Wang Weijia, an assistant professor from the School of Journalism and Communication of Tsinghua University, said it reflected the new views of world and a new style of expression among younger editors in official media, who are gradually heloing to address the chronic unpopulararity of such media with the public.

In July, the People's Daily opened its official Weibo account, in order to communicate with netizens in a more direct way.

The account currently has more than two million followers.