Based On WeChat Platform Of Communication Research In Public Interest

As a low threshold,fast and efficient online interaction platform,the Internet has changed the status of public welfare activities sponsored by the enterprise.In the age of new media,the core competence of communication is no longer “content is king”,but the communication channel competition.Including such activities as “Smile challenge”“Red envelopes of public”“Reading for blind people”is becoming more and more.The diffusion of public information by WeChat have become more clear and effect of showing social platform specific mode of transmission.Using the feature of WeChat media platform,this paper expounds the public communication mode from the angle of basic configuration.It enriches the theory of traditional public communication.Through the current research situation of new media public communication,we realize propagation characteristics of new media directly influence the effect of communication in the public interest,and the loss of function brings the negative influence to the public communication.Combined with the development of WeChat public,the paper discusses the problems of WeChat,which has problems because of their limitations.The research divided into separate components:In the first part,the research proposes the public welfare problem of how to develop under the micro backgroud of the era. Summarize the research significance,the present research at home and abroad and research methods.This part descripes the main contents of WeChat public welfare.The second part introduces the current development of WeChat public welfare in the mobile era.This part describes the development motivation of WeChat public from the media development, WeChat birth, micro payment etc.Analyze the fit point between WeChat and public from the group of coincidence degree,communication demand,media property and public model.Introducing the advantages of WeChat public interest in the source,interactive, information transmission, communication form.The third part mainly studies on the formation mechanism of WeChat public communication.This part discusses the function of the agent and main content by using the content analysis, data statistics and comparative analysis.Beginning from the propagation path of the circle of friends, WeChat public platform, micro website, WeChat group,the paper summarizes the various propagation mode construction,including one-to-many,many-to-one,one-to-one.The fourth part mainly expounds the society presented of WeChat public dissemination effect.Analyse the concept of public shape effect on the audience based on WeChat platform.Use the theory of“use and gratification”、“innovation diffusion” describes the social effect in participating the public welfare,creating new public model and promoting public welfare undertakings.The fifth part is proposed the WeChat problems of public communication.Aiming at problems,several strategies of solving problems are proposed in view of the government,the media,NGOs and other organizations.The government should strengthen guidance and management of WeChat welfare,auditing examination of public accounts strictly,uponing WeChat communication mode in the mobile Internet Era.The sixth part discusses the development trend of WeChat public communication combined the WeChat function,creating a fundraising platform full of trust,and good communication environment.