The Current Situation Of The Publication And Optimization In The Wechat Public Account Of Dahe Daily

Under the impact of new media,the living space of traditional media is constantly being squeezed,and the transition to new media of traditional media is imminent.In the new media matrix of the "two micro-ends" of traditional media,the WeChat public account is an important part which has to be mention.Relying on the huge user resources of WeChat,the audience potential of the WeChat public platform cannot be underestimated.At the same time,the WeChat public number also has the characteristics including immediacy,interactivity,and accuracy.These advantages make the WeChat public account of the traditional media to be a communication channel which is quite "vital" and "potential".However,the old forms of content editing in traditional newspapers are no longer suitable for new media.The operation of the content of WeChat Public Numbers places higher demands on editors.This article uses a combination of quantitative analysis and qualitative analysis research methods,and learns from Van Dick's news discourse analysis theoretical framework to make systematical study on the current situation of the representative Dahe WeChat public account article in the city newspaper and analyze the content of their micro-channel public accounts through text and context.This paper selects statistical data from a sample of the Dahe WeChat public account for a period of 12 months according to the formation of a “mixed week” approach,and found that the Dahe Wechat public account article was published without setting a menu bar;the topics selection has a variety of tendencies;the source of the news from authoritative channels,and integrating multiple sources;the presentation is multimedia fusion and reducing plain text content.The titles and texts of the articles have also changed significantly compared with the traditional paper media.Specifically,the title embodies a number of macro topics;the core of topicality and contradiction is reflected;punctuation marks with strong emotional colors are used frequently;there is a clear audience point;the internet buzz words appears in high frequency.These characteristics are closely related to the social network context and geographical environment about where they are located.At the same time,there are also rumors and “headline party” phenomena in the Dahe WeChat public account article,as well as the selection of topics and the textual structure of the model;the weakening of the mainstream guiding role caused by catering to the audience;lack of characteristic column.These issues are general problems that have arisen in Metropolis Daily,and even in the news media group's new media reforms.These problems will reduce the credibility and authority of the newspaper WeChat public account.The author believes that the core competitiveness of traditional media in the Internet environment is the content,the concept of “content is king” in the construction of the “Dahe Newspaper” WeChat public number and other newspaper public numbers should be re-emphasized.At the same time,as an urban newspaper media that contact with the masses of the people closely,it should stick to professional ethics in the reform of the new media,always keeping in mind the core values of socialism,and playing a positive role in guiding public opinion.In the complex Internet environment,it should take a firm stand and express its opinion rationally,and takes the social responsibility that for the media.Specific measures can be optimized based on some aspects in term of classifying the content in WeChat articles,using punctuation marks rationally,enhancing social responsibility and improving public opinion guidance,making valuable news headlines,strengthening the content construction and so on.