The Research Of Communication Hotspot Of Newspaper WeChat Official Account

With the rapid development of science and technology, mobile phone as a new emerging media has been widely used. WeChat, born from the boom of new media, is an important reflection of social media. The report of users' data of WeChat 2016 shows that the number of active users has reached 549 million and the quantities of official account go over 8 million at the end of the first quarter of last year. After releasing the We Chat official account, a number of traditional media have operate their official account to spread news and promote the brand activities. The rapid development of the situation and strong spreading influence of WeChat causing widespread concern in the press.Guangzhou Daily Newspaper Group is the first mainland Chinese newspaper group. As the official newspaper of the Guangzhou Municipal Committee, Guangzhou Daily always struggles to explore the way of digital existence of paper media, forge innovative attitude courage, continue to transition new media, such as established the news ticker department in 2007 and the editorial office in 2014. The Wechat official account was generated in August 2012 and Guangzhou Daily started to operate its official account on 1st July 2013 and lettered the completes certification On 21 st March 2014, which attracted more than 75 hundred thousand audience. Guangzhou Daily WeChat official account has active force in coexistence of micro-channel public opinion environment, to achieve good communication effects and produce a wide range of social impact. This thesis selects the essays from Guangzhou Daily whose audience reading rate reached 100,000 + as research subjects, analyzes newspaper WeChat official accounts communication hotspot in the feature of content and form of presentation, and expands the causes. And then the cause should be analyzed in order to point out the deficiencies of current newspaper official account. Finally, the strategy of communication of newspaper official account should be proposed, which provide reference for the digital transformation of the newspaper.The first chapter is the introduction part. This part firstly explains the background and significance of the topic, and then follows by the literature review, finds the logical starting point, and based on this research path, explains the specific embodiment. In the second and the third chapter, I concentrate on the content and the feature of communication hotspot of Guangzhou Daily WeChat official account. The main findings of its content features reflect in the information and interaction, providing safety warning information and tips of daily life, and have profitable interactions with audiences. Its form presented mainly focus on the text structure, language expression, titling and integrated multimedia style. The Chapter IV mainly expands that the communication hotspot causes analysis, separately from the main advantage of newspaper,recipients of needs and changes in the way, information consumption pattern, content targeting. The fifth chapter mainly discusses the problems of the newspaper We Chat official account communication hotspot, from content?channel and the audience. The main finds are that the homogenization of message is serious, having difficulty to achieve the authenticity of the news and lack of interaction, and failed to effectively analyze user data. In the sixth chapter, on the basis of the former analysis, I focus on disseminator, audience, platform and content in order to come up with the communication strategy of WeChat official accounts, which should be proposed and explore how to write the WeChat official account better and develop the transition for traditional newspaper.