Film Review Category Wechat Public Number Operation Strategy Research

McLuhan put forward the idea that "medium is message".The medium has been playing an irreplaceable role in people’s development and constantly shaping and controlling people’s thinking mode and behavior habit.Human information communication system has gone through six times: oral communication,writing communication,printing communication,electronic communication and network communication.Every technological innovation is also changing the discourse form of film review.All media are extensions of the senses.New media technology dissolves the boundary cognition of region and space and makes people constantly involved in the activities they are engaged in.Since the turn of the century,with the rapid development of China’s film industry,the marriage of Internet and film has broken the monopoly of film review by experts and scholars in the era of traditional paper media,gradually showing a new look of everyone being a film critic.In the era of we-media represented by web3.0,once hidden behind the scenes,private film critics began to set up their own WeChat public accounts.After the paper media and website media in the glorious era were unwilling to be abandoned,the official WeChat public accounts were established with the massive text and picture resources accumulated over the years.The development of mobile terminals and the popularity of WIFI enable the brain to directly connect with the outside world at any time and anywhere.Electronic media turn the whole society into a "global village".The barrier to entry for film reviews has been lowered,and the Internet has given everyone the right to speak out.WeChat’s film reviews exist in text,pictures,emojis,audio,video and other text formats,and have risen rapidly in just a few years.To a certain extent,it contributes to the deep structure of art and entertainment,as well as the deep involvement of users.New media enables users to establish a new set of perception mode.Traditional paper reading requires deep thinking,while mobile reading processes a large amount of information through fragmented time.Generally,users will burn after reading.WeChat public account operators,in order to cater to users’ reading habits and perceptual experience,should think deeply in content push,language style,menu bar design,communication mechanism and operation strategy,and strive to push articles to reach a reading volume of over 100,000.This article selects the "movie magazine","douban movie","poison tongue movie"(renamed as "Sir")after three WeChat public as a case,analysis of its production,the text style positioning,interactive platform,and differences between the operating strategy and in the last chapter summarizes the film review class WeChat public operation strategy.This article selects the "movie magazine","douban movie","poison tongue movie"(renamed as "Sir")after three WeChat public as a case,analysis of its production,the text style positioning,interactive platform,and differences between the operating strategy and in the last chapter summarizes the film review class WeChat public operation strategy.Through the research,it is found that in the situation created by media,users only choose information based on limited perceptual experience.Content producers need to make use of users’ limited perception experience,constantly innovate the film review writing mode,and collect high-quality film content to satisfy users’ curiosity.Compared with traditional paper media,"we media" is more popular among users.Content update frequency and writing quality are guaranteed.Even two or even three pieces of "we media" can reach a reading volume of over 100,000.However,the public account established by paper media fails to create a distinctive IP image due to its formal style of writing,which makes it hard to win the favor of netizens in the new era,and its update frequency and number of posts also decline.The research in this paper is helpful to understand the operation strategies of film review public accounts in the era of "we media".At the same time,through the detailed analysis of the three WeChat public accounts,it also fills in the blank of case analysis in the academic circle and provides reference for the operation of other WeChat public accounts.