A Research On The Impact Of Southwest Jiaotong University Microblog And Wechat Communication

With the advent of the era of Micro-blog and Wechat, People have become accustomed to taking out his mobile phone to open Micro-blog and Wechat, receiving information and conveying information. As a gathering place for young people, Universities have caught up this trend. Most universities have created their own official micro-blog and Wechat public platform. Southwest Jiaotong University as the best universitiy in the development of micro-communication in new media, has already accumulated a lot of experience. Also, micro-communication atmosphere is relatively strong in this university. The author mainly focused on the impact of Southwest Jiaotong University micro-communication to the audience.First, the author made a content analysis on the amount of content publishing, content structure, manner of publication, writing features of Southwest Jiaotong University official micro-blog and WeChat public platform using some research methods such as comprehensive content analysis, questionnaire, in-depth interviews. The author mainly analyzed the impact of Southwest Jiaotong University official Micro-blog and WeChat public platform for the audience, concluding a series of comparative analysis date. Based on the results of the study, the author pointed out the Southwest Jiaotong University official WeChat platform is better than the official Micro-blog in information availability, interactivity, fun, and satisfaction.Based on communication and psychology discipline foundation, the author analyzed and explained the influence of the micro-communication, analyzing from the three aspects of cognition, emotion, intention. In general, the micro-communication of Southwest Jiaotong University holds a positive attitude, strengthening the audience’s understanding of the subject, situation and information, strengthening the positive mood of the audience, presenting a positive impact on the audience’s choice and use behavior. In terms of behavior, based on the "use and satisfaction" theory, the author analyzed the influence of the audience’s behavior from three aspects such as media selection use, dependence and media content. To a certain extent, the micro-communication of the Southwest Jiaotong University meets the various needs of the audience. The author also thought that the Southwest Jiaotong University micro-communication meets the audience mainly including three forms such as environmental monitoring, personal identity, and interpersonal relationship.Finally, the author summarized the differences between Southwest Jiaotong University Micro-blog and WeChat according to the influence of the Southwest Jiaotong University micro-communication, putting forward the complementary in terms of information dissemination and communication. In my view, Openness and integration of Micro-blog information dissemination should be complementary with precision and concealment of WeChat information transmission. Another, propagation properties of media properties of Micro-blog should be complementary with attribute of WeChat platform. Last, wide spread of Micro-blog should be complementary with Strong interaction of Wechat.