Research On Content Softening Of WeChat Offical Accounts

August 2012,WeChat offical account’s birth aroused huge enthusiasm from a variety of traditional media,the news website and we media.The traditional media is in the face of enormous impact of the internet,trying to find many paths to breakthrough its dilemma,WeChat offical account is one of the paths.On the WeChat Admin Platform,paper media is out of the traditional media ecological environment.In order to adapt to the internet media ecological environment,Paper media begins to make some changes,such as its content,its form and many other aspects.These kinds of changes led to a prominent result,which is the content is softened seriously.Almost every kind of WeChat offical accounts of paper media has turned its serious discourse and regular expression into more relax and casual ways.The paper media hope to attract the readers,enhance the readability of the content and dissemination of the effect.However,it also exposed a lot of problems,such as the decline of the media’s credibility,the pan-entertainment of its content turned to be pan-entertainment,vulgarization and homogenization.This article first makes a concrete explanation of the connotation of content softening,and analyzes the development of the current WeChat offical accounts of Paper media. Then,it analyzes the performance of the content softening of the Wechat offical accounts of paper media,and analyze the content,themes of the "Chutian Metropolis Daily" as an example,and compared the different present forms of the same topic between the WeChat offical account and the paper media. After that,it analyzes the reasons for softening of the contents of the paper media,from the perspective of media consumerism.Finally,it analyzes the advantages and disadvantages of the sonftening of the WeChat offical accounts of the paper media and gives some relevant suggestions for its future development.