Research On The Application Of Microblog And Wechat In News Propaganda Of Universities

With the rapid development of media technology, Micro-blog and Wechat have been widely applied in various fields. The development of Micro-blog and Wechat provide a new opportunity for news propaganda in colleges and universities. This paper studies on the characteristics, functions and development profile of Micro-blog and Wechat in institutions, and discussed the importance and advantages that they enjoy in the news propaganda activities of institutions. It proposed the rapid development of Micro-blog and Wechat brings institutions about new opportunities and provides a new platform for them to conduct news propaganda activities, thereby building up a new channel for communication and exchange and enhancing the timeliness and appeal of broadcast news of institutions. This paper also explained new challenges brought by Micro-blog and Wechat with the environment of new media from several perspectives, including content management, public opinion guidance and voice control, In order to strengthen the practical data foundation, the paper applied approaches such as online data survey and case analysis to conclude various application statuses of Micro-blog and Wechat in30institutions. Through this way, it analyzed salient features and existing problems when institutions publicize with Micro-blog and Wechat and further proposed development suggestions in four aspects, namely, forms of communication, management concepts, content settings and mechanism establishment of Micro-blog and Wechat of institutions in publicizing by combining theoretical and data analyses. Finally, based on traditional institution media as well as the advantages that Micro-blog and Wechat enjoy in publicity, this paper proposed to build a new mode where Micro-blog and Wechat and traditional media in colleges and universities collaboratively develop. This theory provides a new development path for integration of traditional institution media and new media, thereby proposing a new idea and vision for strengthening the publicity influence of institution media.