Research On The Current Situation And Effect Of WeChat's Public Service Communication

WeChat has released version 1 since January 21,2011,upgrading after several years,WeChat completed the first five years of development.It has always adhered to the principle that customer first,innovation first.And because of sustained and rapid development of the concept,WeChat has become the largest mobile Internet application in China,penetrating into every corner of people's life and work.With continuous upgrading of WeChat version and the function of service,WeChat communication attributes are more complex.Organizational communication,group communication and weak mass communication are reflected in the WeChat communication,we can see that the communication content is more rich,and there are more diverse forms.Not only re shaping the social individual lifestyle,but also innovating the public welfare transmission,interaction and performance,what's more it has opened up a new path for the spread of social public interest so that the dissemination of public interest is more accurate and the effect is more prominent.WeChat devote oneself to create a society which are democratic,civilized and harmonious.It can improve interpersonal relationship and lead a healthy life,at the same time,reduce the threshold of public participation in public communication.Everyone involved in the concept of public service,and enhance public awareness and civic responsibility consciousness.Therefore,this paper try to base on WeChat and the public communication,according to the theories of communication and social psychology to analyse the status and effect of WeChat public communication.Some research methods have been used in this paper,questionnaire survey,text analysis methods and case analysis.This paper using Lasswell proposed 5W mode to analysis the present situation of WeChat public communication subject,communication object,communication content,communication channels and donation method.By using the method of questionnaire,this part analyzation is from the four aspects:WeChat users on public awareness,public interest,public action and the concept of sublimation.The study found that WeChat is not optimistic about the effectiveness of publiccommunication.It also found on the sidelines,information overload,audience rejection and other negative effect;This paper analysis the reasons caused the negative effects of WeChat public communication from the production phase of the WeChat public information,information dissemination stage and information feedback phase.The study found that WeChat public content is homogeneous and inaccurate,lacking of media literacy an dcheck ability.And some measures were given to resolve the problem,helping the public communicators use the WeChat platform to carry out effective public welfare activities,in the end,promoting the further development of China's public welfare undertakings.