The Study On The WeChat Communication Of Southern Weekend

With the coordinated development of the media,science and technology,new media arises at the historic moment.Although the traditional media is faced with the great impact of new media,but also can find the opportunity to seize the opportunity to form an advantage.Under the rapid development of social media,WeChat communication is the traditional media especially paper media ' s entry point of integration of media transformation and upgrading,various sizes of paper media have opened official WeChat to explore their own new direction of growth.And the form of WeChat communication,or WeChat communication effect whether can be accepted by the audience is worthy of special attention and research.After the investigation of the status quo of the official WeChat of paper media,this paper chooses the official WeChat of the "Southern Weekend" as the research object to carry on the case analysis,and then,after careful investigation of the basic profile of the official public number of the "Southern Weekend",using the content analysis method to analysis its distribution way,communication content,communication effect and so on carries on the data statistics,combined with network authority data provided by the new media report,based on the study of Southern Weekend WeChat propagation characteristics and effects of detailed analysis,and finally points out the lack of the official WeChat communication and tries to put forward the improvement countermeasures.The paper consists of four chapters altogether: the introduction as the first chapter of the paper is talking about the current research on the WeChat of thepaper industry by our country academic circles,and the definition of the basic concepts such as WeChat and the basic situation of the "Southern Weekend" WeChat communication;The second chapter analyzes the release method,the content of communication,and the effect of communication of the "Southern Weekend" official WeChat as the entry point to make the content analysis;On the basis of the data analysis in the previous chapter,the third chapter analyzes the characteristics and advantages of the "Southern Weekend" official WeChat;The fourth chapter pus forward the shortcomings of the "Southern Weekend" WeChat communication,and then puts forward the corresponding strategies in the aspects of information service promotion and audience service improvement.