The Role Of WeChat Public Account In The Transformation Of Paper Media

With the renewal and development of the network and the popularity of new media technologies, media has been evoluting and improving constantly.The media environment and communication pattern of social information has undergone great changes correspondingly.Whether it is an early start in the rapid development of large portals or mobile phone APP and QQ, microblogging, letters and other social media, by means of the development of networks and new media technologies, both showed unstoppable momentum of development. Print media, meanwhile, is facing more and more serious environment, to cope with the challenge of new media. Print media began to explore the transformation of new road, combined the content of the print accumulated for a long time and professional advantages with new media channels advantage, build new news propagation mode and platform, make originally lost future print to get a chance to reborn again. So under the background of the integration in the old and new media, fully recognize WeChat public role in the transformation of print is of great significance.In this paper, Levinson media evolutionary theoiy as the theoretical basis, under the guidance of his son Theoiy "humane Trends" Theory and "compensatory media" theory, to analyze Official Accounts how according to human reason needs to remedy deficiencies paper media. Thereby providing a reference for the print media in its all media transformation. At the first, the article combined with the opening status of the Official Accounts.In the background of traditional media having setled in the Official Accounts, on the opening of the case the newspaper class Official Accounts, propagation characteristics classification form and information specific analysis, to grasp the general current management of newspapers Official Accounts. Secondly, the core of the theory of evolution in the media-"humane Trends" Theory and "compensatory media" theoiy as a support to "People's Daily" Official Accounts of cases, analysis of Official Accounts in content delivery, mode of transmission, platform capabilities user-friendly features and other aspects, as well as print media defects compensatory manifestation of paper media to help folly realize the advantages of the Official Accounts, and weaknesses in the use of micro-channel platform transition process, targeted. Micro-channel public platform as one of many new media platforms in one, for the print media has opened up a new information and communication channels, however, the media is always in constant evolution of improvement, after micro-channel public platform there will be new information and communication platform, so it was in on paper media class public micro-channel number function and operation mode to explore, but also for the future by means of print media other new media platforms to achieve full transformation provides a reference media theory and practice. Finally, the current operation of the paper media type Official Accounts, analyzes paper media by means of Official Accounts of transition problems and appropriate recommendations in terms of media operations, integration of resources, the construction of the platform, to enhance the print media in the new information dissemination competitive environment.