Research On The Communication Content Of The Film Wechat Public Number

In 2012,the public platform of Weixin began to operate.As Tencent’s selfMedia platform,it has a relatively high starting point since its establishment.It integrates the product resources of Tencent,such as QQ,Weibo and Weixin.As a result,the public platform of Weixin has attracted wide attention since its launch.Compared with other media platforms,public numbers not only have easy operation,low threshold and unlimited number of words,but also can excavate and extend many functions beyond platforms and platforms.Therefore,the Wechat public platform has become the main tool for organizations and individuals as content output,content marketing and self-promotion.The film industry is no exception.This paper takes the Wechat Public Number of the film industry as an example,and chooses three different types of movie public numbering which are ranked first,eighth and eighteenth in the new media list.They are the traditional media Wechat Public Number-Watching Movie Magazine,Internet Media Movie Public Number-Douban Movie and Self-media Public Number.No.Sir Film.This paper mainly discusses the general situation,push content and push strategy of the film public number,and focuses on the dissemination content of the film Wechat public number,and explores the development and Enlightenment of the film Wechat public number.On this basis,the author tries to explore the new changes of traditional communication theories such as "gatekeeper" and "agenda setting" reflected in such typical self-Media platforms,which enrich and change the existing theories in the way of reconstruction or elimination.The author finds that "Watching Movie" magazine "Douban Movie" and "Sir Movie" have made great efforts in the time and frequency of Wechat push,the form of text and the quality of content,but there are still common problems in public numbers,such as ignorance of data,account promotion and fan operation;unclear differentiation positioning,single content production mode and support for domestic movies.Insufficient.In view of these problems,the author puts forward some suggestions: to use data to feed back operation;to refine functional positioning;to pay attention to account promotion and fans’ maintenance and operation;to play a good combination of PGC + UGC content production mode,to undertake the corresponding corporate value to do a good job in supporting domestic movies.The analysis and summary of the success and shortcomings of this kind of Wechat public numbers and the suggestions put forward can help the film public numbers to better improve themselves,create more value for the film industry and film fans,and also provide help and suggestions for more public numbers in other industries.However,because there are so many contents of the three Wechat public signals,and the author’s research time span is large,the dissemination content only studies the main headlines without studying the following subsidiary tweets,which can not cover the dissemination content in a real sense.This is the difficulty and deficiency of this study.