Comparative Study On Wechat Public Platform Of Newspaper In Chinese Western Area

Due to the fact that the media industry, specifically newspaper industry, prospers in a way highly susceptible to local economy, thus results in a very situation where the new media platform of each newspaper of different locations is distinctively developed.Currently, newspapers located in the middle east of China enjoys a much privileged advantage over the spread of information. However, with the comprehensive regional economic growth, western Chinese area that suffers constantly from underdevelopment now stands a great chance. On January 27 th, 2015, “The First Research Report on WeChat Platform Data” manifests that 55.2% of users on average use WeChat more than 10 times per day, while 41.4% of users are prone to acquire information for both academic or practical purpose via WeChat. The “WeChat Tactic” has, on a social level,become an exceedingly indispensable part of development strategy of Whole Media.This thesis focus on the current development situation of top selling western Chinese newspapers’ WeChat platform, that of “Chengdu Business Daily”, “West China Metropolis Daily”, “Chongqing Morning Post”, “China Business News” and “Yunnan Information News”. With the systematic application of Content Analysis and In-depth Interview, this thesis gives a clear-cut and profound demonstration on the comparison of the five newspapers’ WeChat platform in a prospective of Agenda Setting Theory and Media Frame Theory, which leads to a specific and applicable conclusion of their distinctive features of communication strategy, successful experience, currently-existing problems and basic tactics.Through the research, it has come to a conclusion and it has been testified that the WeChat platform of the western Chinese newspapers possess seven main problems such as lack of timeliness, content of single and less divergent topic, pan-entertainment of article titles and insufficient transformation of the editing team. Therefore, with the inevitable trend of newspaper as a traditional media transforming into whole media,western Chinese newspapers shall follow protocols listed as below:(1) time-related selection of content;(2) increased proportion of originality;(3) the topic of attention stability;(4) article titles with both news and entertainment features;(5) enhanced news planning;(6) flexible usage of the media means;(7) fostering of professional productionteam of new media.While fully taking advantage of the new media platform, western Chinese newspapers ought to pay more attention to the prospects of WeChat platform. More interaction of different new media platform shall be positively encouraged in the form such topic discussion or live broadcasting under the trend of mobilization, socialization and multi-media. In the meanwhile, big data should be actively applied to analyze user-behavior and boost the prosperity of newspaper WeChat platform transformation.