| WeChat is an application launched by Tencent Inc to provide timely and convenient communication services for client terminals.In January 21,2011,WeChat officially launched and rapidly promoted sweeping.As of December 2016,WeChat has 889 million months of live users.The WeChat public is an important platform under WeChat.Since its launch in August 23,2012,the number of emerging WeChat public platforms has exceeded 10 million.At present,many traditional media have opened the WeChat Public Accounts,but there are still some problems such as immutable dissemination content and imitated dissemination methods.How to adapt to the characteristics of WeChat communication and expand its influence,and open the "official opinion field" and"public opinion field" by means of WeChat official platform is a difficult problem for the traditional media to seize the right of speech under the great situation of media reform.On July 2,2017,Xinhua's WeChat Public Accounts launched a tweet titled"Just now,over 10000000!",claiming that its WeChat fan has topped 10 million.As the WeChat Public Accounts,"Xinhua News Agency" changed its past serious official discourse to a lively and pro-people style,which quickly increased its fans and attracted more and more users' attention.This article focuses on researching the content production,reporting framework and content dissemination of the Xinhua News Agency WeChat public account,and carries out a multi-dimensional analysis of Xinhua News Agency WeChat Public Accountr.The first chapter is the introduction,introducing the research origin,research summary,research purpose,research significance and research methods.In the second chapter,the author finds out the information and observes the Xinhua News Agency WeChat public account.It is found that the column setup,push time,push frequency,and text form of the Xinhua News Agency WeChat public account have certain characteristics.In addition,it is an important feature of"communicating with the people" to show people,warm discourse patterns,small programs,big news,and civilian perspectives.In the third chapter,the author analyzes the sample of Xinhua News Agency WeChat public account.This study mainly takes the content of WeChat News of Xinhua News Agency as a sample and takes the period from January 1,2017 to December 31,2017 as the research period.A total of 293 tweets of 24 days taken from the 10th and 20th of each month were used as research samples for content analysis.Setting up three parameters "source" "topic" and "attribute" for content analysis,and we found that its content focused on the unity of authority and diversity,and it actively sets the topic,focus on public topic and highlight mainstream values.Chapter Four,the Xinhua News Agency WeChat public account reporting framework embodies content selection,value orientation,and media positioning.In order to explore the Xinhua News Agency WeChat public number reporting framework,the author uses Zang Guoren's three-level framework analysis method to analyze the Xinhua News Agency WeChat public during the“19th National Congress”period.The contents of the tweets were analyzed and it was found that the theme framework highlights the importance and the newness.The structural framework emphasizes comprehensive coverage and closeness to the audience.The discourse framework focuses on visual presentation.In the fifth chapter,the author analyzes and observes that the Xinhua News Agency WeChat public number has been innovatively arranged,changed the serious discourse model,and the content is close to the audience,presenting a amiable approach.The specific methods are:Artfully designing the title of the tweet to attract readers to read;Clever use of pictures,videos,and various forms of communication;Language style is lively and the discourse system is more grounded;At the same time,it constantly innovates interactive mode to optimize the user experience.Chapter VI,WeChat public account has increasingly become the "standard" of traditional media,but the traditional media WeChat communication is faced with mixed content,homogeneity is serious,the concept of communication is lagging,the dissemination model is solidified,the feedback mode is rigid,the interaction mechanism is simple and other development difficulties.The Xinhua News Agency WeChat public accounted for the creation of a personalized brand by the mother media.The content is of sufficient quality and quantity.The style is close to the user's life and fully mobilizes the audience to participate in interaction.This has certain reference value for the traditional media WeChat public account. |
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