The Party Newspaper WeChat Public Platform News Push Softening Phenomenon Research

WeChat has gone through a journey of five years since 2011.It has become a platform,which can share content and provide convenience to the audiences in their daily lives,from a mobile instant communication application.In addition,We Chat public platform as an additional feature plate provides a new channel for interacting with a particular group of audiences,it has become an important position to upgrade the traditional media.Since 2013,the party newspaper at all levels have founded WeChat public platform.They hope that they can get the head start in the battle of new media and expand the advantages of traditional media to new media.Nowadays,media WeChat platforms increase rapidly and they have the fiercest competition in the information society.Many party newspaper's WeChat public platform choose the strategy of softening news at the same time for attracting limited audience market.Softening news can make the news more interesting and moving,it has brought vigor to the forepassed environment which is serious and inflexible.But the excessive use of softening strategy brings a lot of disadvantages.It makes WeChat public platform more and more recreational,reduces party medias' credibility and audiences' taste,it is not conducive to the long-term development of the party newspapers and their We Chat public platforms.This article is divided into four chapters,the first chapter is a summary of the party newspaper's WeChat public platform.It introduces the backdrop,current status and operating characteristics of the platform in detail.The second chapter analyzes the concrete manifestations of softening news in the party newspaper's WeChat.It is displayed in the multiplicity of the theme,title straight-ford,populist writing style and flexible mode of transmission.The third chapter is divided into positive and negative two dimensions,it discusses influence of the party newspaper WeChat public platform's news softening phenomenon which brings to the audience,media and social.The fourth chapter give strategies to prevent excessive softening in the party newspaper's WeChat public platforms.Such as explicit the platform's positioning,balance the proportion of the hard and soft news,strengthen self-regulation of the news media,etc.I hope these studies can provide useful experiences and effective suggestions to the news practice,which will be beneficial to the party newspaper's WeChat public platform.