The Research Of Communication Of The Newspaper’s We Chat In The Context Of Media Convergence

New media is a double-edged sword, its emergence brings great impact to legacy media as well as challenges. With the rapid development of social media as exemplified by Wechat, legacy media especially the newspaper is facing a dilemma of reader turnover and advertising revenue. So the newspaper has to turn its glare to the Wechat,to seek new profit point of growth,in order to realize the transformation and upgrading, then the newspaper’s official accounts on We Chat appeared on the scene. This is the newest merging between newspaper and mobile Internet since websitey, blog and micro-blog. However, it has being a prescriptive measure for newspaper in the challenge of new mediain. In the context of media convergence, is the newspaper’s official accounts on We Chat just the mindless rush of new media? Or a right way to improve itself? Although the newspaper’s official accounts on We Chat has been growed well, what about the effect? These questions are worthy of further study and attention.The article is based on the appearance of newspaper’s official accounts on We Chat one after another, investigate the general situation of newspaper’s official accounts on We Chat first, then select three newspaper’s official accounts on We Chat as a content analysis of samples, combined empirical investigation with the audience, analysis of print media and on the basis of the spread of micro-channel content and dissemination of research results achieved on the function and value of media convergence, presents the current problems and some counter – measures last. This paper is divided into five chapters, the first chapter of the features and characteristics of the micro-propagation letter brief overview; chapter 2 examines the current state of the print media using the official letter; chapter 4 and 5 were selected communication content and dissemination of results as a starting point to study the results of a combination of both the practice aims to explore how the print media official micro-letter; chapter 5, respectively, on the basis of the evolution from the media, branding, social impact analysis perspective paper media using the official micro-channel contains the value.