Study On Science And Technology We-Media On WeChat Public Platform

This paper takes science and technology we-media on WeChat public platform as the research object, aiming at exploring its general development situation, current communication status and future development strategies by literature analysis, interviewing method and content analysis. Substantial audience, excellent media platform, beneficial national policy and professionals'enthusiastic participation have laid solid foundation for science and technology we-media. Under above backgrounds, science and technology we-media have witnessed three periods involving the rise of early adopters, the influx of massive professionals and the segmentation of media from different fields. After three years'blossom, science and technology we-media has accumulated relatively stable audience. On the basis of analyzing, some characteristics have been put forward, such as distinctive image features, strong emotional appeal, significant polarization and fluctuant influence varying with capital market. Also, the prospects of science and technology we-media has been raised including the tendency of IP, the construction of industrialization and progress of cross platform. What's more,19 we-media influential accounts are selected and the communication elements are analyzed. In terms of disseminators'occupation and region, cross-border and cluster are two remarkable characteristics. In terms of communication content, the style gives priority to specialists'hot comments, the original articles are preferred, the writing styles take comments and criticism as principle things, and the articles mainly focus on IT field. However, there are also deficiencies such as similar subjects and insufficient technical substance. In terms of audience, general audience account for the majority. And they prefer we-media which front-line professionals operate and embrace original and critical information. In terms of communication effects, despite of various functional orientation and popular derivative products, different we-media get greatly contrasting response from the audience and deliberate entertainment ends up with disgust. Above all, the competitive strategies are concluded and these strategies mainly include specializing the communicator, optimizing the contents, differentiating the market position, branding the function orientation and expanding the number of the audience.