A Research Of Communication Effect Of Chengdu Economic Daily Official Wechat Public Platform

With the background of media convergence, New Medias are developing rapidly and competing seriously. WeChat of Tencent quickly seized entire market since its release. WeChat Public Platform has also become an important way for the transformation of traditional media into New Media. The thesis takes Chengdu Economic Daily Official WeChat Public Platform as an example, trying to seek its communication effect by journals review, content analysis and questionnaire investigation. During the content analysis, research shows that Chengdu Economic Daily poses a different feature: it values the entertainment issues, which indeed resulted in a better effect. Entertainment issues not only attract the attentions of users, but also acquire great power of broadcast. However, content analysis also shows that despite the favors and acceptance from users, the quantity of social issues of Chengdu Economic Daily is unduly low. Such phenomenon is no doubt the important value to study Chengdu Economic Daily. The study of this thesis contains users’ preference, users’ requirements for WeChat of Chengdu Economic Daily, and the effect of WeChat of Chengdu Economic Daily on users, which is the communication effect. Furthermore, questionnaire investigation shows that users are anxious for getting issues on social hot news from Chengdu Economic Daily Official WeChat. During questionnaire investigation, thesis is based on the three levels of communication effect: cognition, standpoint and behavior, using SPSS to do deeper research. It reveals that the content of Chengdu Economic Daily Official WeChat does affect users’ approvals which greatly affect users’ standpoints. With the effect of cognition and standpoint, user’s behaviors are also affected. Putting results of content analysis and questionnaire investigation together, it shows that the communication effect Chengdu Economic Daily Official WeChat is remarkable. The issues from it affect users’ cognitions and standpoints, then changes user’s behaviors in turn. This study is important for studies on the development of other similar WeChat Platforms of Dailies. In addition, it also possesses practical significance on the transition from Traditional Medias to New Medias.