| In the new media age nowadays, various new kinds of technologies such as WeChat and Microblog demonstrate rapid developing posture, among which WeChat attracts most attention via its powerful social function andfree message service. Great opportunities and challenges come along withthe emerging phenomenon. WeChat public platform, released at2012, attracted many traditional media to settle in. They operated their public accounts to gain more audience on the WeChat public platform, which combining the traits of interpersonal communication and mass communication, to gainlong-term development additionally.In the background of new media age, this article analyzes the characteristics of media public accounts on WeChat public platform and put forward the “DeMedia” phenomenon which may differ from traditional media communication traits. Then, author chooses “Qianjiang Evening News”,“Hunan Satellite TV”,“Guokr”, three kinds of media public accounts to do content analysis in the aspects of broadcasting mode, communication content,platform function and so on. It turns of that new traits, contrasting to tradit ional forms, indeed emerge in media public platform, which the author summarizes as “DeMedia”.“DeMedia” is not abandoning its media attributes absolutely, but fading of those original properties as public media or news media and engendering of new traits in the aspects of broadcasting content, interaction and function, while media public accounts operating on WeChat public platform. Inthis article we call those traits that deriving from new media and significantly differing from traditional media as “DeMedia”, also matching the “Media Evolution theory” of Paul Levinso.For now, research of “DeMedia” phenomenon is in a fledging period.Author analyzes some advantages and drawbacks of public account broadcasting, via summarizing the phenomenon and traits of “DeMedia”, and further more, proposes feasible suggests for the future media public account development. |
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