| The emergence of new media has totally overturned the communicationmechanism of traditional media, and also the transition of traditional media has beenthe subject of media revolution. Under the survival environment of digital internetwith the new trend and pattern characteristic, how to face the impact of new mediawave for standing on the top floor, how to integrate resource and communicateinteractively with new media for enhancing the effect of communication, how toundertake the responsibility of public opinion supervision and positive energytransmission for inheriting our social value, how to greatly boost audience rating andadvertising, brand effectiveness as well as marketing, and all these become a thoughtcrash of choice puzzles for TV media’s transformation development in the era ofmedia convergence.Considering the above thoughts, this thesis reveals the feasibility of TV mediarevolution under the case of We-chat communication of CCTV News. I found thatWe-chat communication brings a breakthrough to the communication of TV media,especially for its news producing, sending and receiving. Besides, this thesis deeplyanalyses the mode of We-chat communication by the means of “5W”mode which isinvented by Andrew Rassweiler, and comprehensively interprets its effects via theview of communication subject, content, channel and object. Meanwhile, I discuss theWe-chat communication mechanism which is consisted of point-to-pointinterpersonal communication, friend-circle communication and initiative flat-sendingcommunication. And, this thesis expounds the advertising value of interactivecommunication between TV media and We-chat under the sight of advertiser andcustomer, also it thoroughly interprets its marketing value from the view offriend-circle and LBS-location marketing communication. At same times, Icontinuously traced and surveyed We-chat communication of CCTV News and otherprovince TV media, gathered the relevant data of communication and analyzed thecommunication contents and effects through the frame theory and content analysis.Meanwhile, this thesis compares the We-chat with micro blog, and also the CCTV News with other three TV media via comparison method.In the study, I found that We-chat communicates more effective than micro blog,especially in terms of its interactive participation, and CCTV News dose better thanother province TV media. However, there are still some problems exist in the We-chatcommunication in the side of operating, advertising and marketing, which needs timeto complete and perfect. Therefore, I specifically propose some viable communicationskills and brand strategies for reference, which will produce great significance forconsummating channels, enriching contents and enhancing effects of We-chatcommunication. |
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