Comparative Study On The Content Of The News WeChat Public Platform

With the rapid development of mobile Internet and electronic information technology,new media have penetrated into every corner of social life.Digital media represented by WeChat public platform,because of its mobility,convenience and other advantages,gathered a lot of users in a short time.Whether it is traditional media or online media,has set up an account in the micro-public platform,trying to seize the opportunity in the new wave of media reform,and news WeChat public platform has become another battlefield of media competition,which is after the mobile newspaper,mobile news client and news official microblogging.WeChat public platform in the mode of operation on the flexible,rich and varied in the form of content,users have a strong selectivity in the subscription process.On the basis of combing the current situation of the news WeChat public platform,this thesis chooses representative public accounts of People's Daily and the Paper as the research objects,which represent traditional media and online media respectively.Through the analysis of these accounts,we can find there are different characteristics in the content push,content sources,layout,plate settings and distribution of content issues.However,due to the lack of scientific theoretical guidance and the shackles of traditional news ideas,there are still some problems and shortcomings in the news WeChat platforms,such as the rigid model of push mode,the low degree of content originality,the obvious tendency of pan-entertainment in content,News feedback is weak,lack of innovation and breakthrough in content form,etc.To solve these problems,the operators of public accounts have to be reasonable to get used to the content push way,to product the original platform news content,to emphasize the media professionalism of content topics,to strengthen the ability to grasp and predict the various news events,to improve content professional quality of editing crew,leveraging the micro-public platform to achieve the integration of news media development.