Research On The Status Quo And Development Strategy Of Manchu Culture Communication Under The New Media Environment

The advent of the new media era has provided more channels for the dissemination of information and brought about tremendous changes in the mass media environment.As an emerging product of social networking platform,WeChat has developed rapidly in a short period of time and has become a platform for people to obtain and transmit information on a daily basis.The WeChat public account has also become a platform for changing people’s living habits.As the second largest ethnic minority in China,Manchu is the last ruling class in Chinese feudal society and plays an important role in the inheritance of Chinese culture.In the process of changing times,the Manchus created a lot of precious culture.However,the Manchu’s culture is gradually dying with the development of history and the process of localization in reality.The real environment is constantly alert to the importance of protecting and inheriting national culture.The extensive use of new media and the rapid development of the WeChat public account have injected new vitality into a single cultural communication environment.The "Auspicious Manchu" public account is based on China’s largest Manchu portal website,The Auspicious Manchu Network,which was established as the WeChat public account.Therefore,it was chosen as the research object of this article.Due to the development trend of “Auspicious Manchu Network”,the public account“Auspicious Manchu ”has a certain user base since its establishment,and it is the more influential cultural WeChat public account in the Manchu Cultural Communication.This paper uses literature research,case analysis and content analysis.Then on the basis of 5W model of Lasswell,I used it to analyze the content of the public account,marketing strategy,communication effect and the role of the public account.At the same time,it draws on relevant theories such as media selection to provide corresponding suggestions for the development trend of the public account.The study concluded that the“Auspicious Manchu” public account uses a combination of multiple expressions in the content,pays attention to the links between the articles pushed,and strives to establish thecommonality of the user’s national emotions;in the operation strategy,strengthen online and offline connections.At the same time,the combination of national culture and regional culture will strengthen the sense of identity of users;in terms of operational effects,the “ Auspicious Manchu ” public account has played a positive role in the development and dissemination of Manchu culture,and play an important role in understanding Manchu culture,inheriting Manchu culture and other aspects.On the basis of this research,the current status of the operation of the“Auspicious Manchu”public account is summarized,and the existing problems and causes are analyzed in combination with user evaluation,in order to have better development in the future.