Research On The Current Situation And Characteristics Of Wechat Public Account

Running is the most fundamental aerobic exercise.Persisting in running on long-term basis can improve the blood viscosity of human body and activate energy in the organism.Moreover,it also can hone will and develop persevering quality character.With the prevalence of the massive health concept to pursue the health both in mind and body,running,as the traditional and convenient mode of exercise,creates a trend in the society in such era.Social media serves as a favorite in Internet era,so its applied range has totally infiltrated in many fields in the social life.It has created huge driving chain effect in greater political influence,economic leading force,cultural infiltration force and sports cohesive force.Entirely different from the propagation mode and communication process of traditional media,social media undergoes a whole new change during the propagation process.Running exercise has become a physical exercise that selected by most public after the growth spurt,with an increasing demand for the relevant information.Therefore,confronting such social phenomenon,it is necessary to have an in-depth analysis and discussion of the propagation situation,characteristics and problems of running exercises in the social media.Moreover,we should propose specific countermeasures during the propagation process.It is of great advantage to expand the influence of running exercise.With the communication model of “Lasswell 5W” as the research framework,the author takes the Shanghai runners and private running on the WeChat Official Account as the object of study.The paper uses web crawler technology,interviewing method,content analysis and other methods to research the propagation situation and characteristics of running exercise on the WeChat Official Account.It presents the propagation situation and content characteristics of the running on WeChat Official Account.The author finds the problems arising in propagation of running exercises in social media and analyzes the reasons.This enriches the new perspective of the research on the propagation of the exercise,providing reference to its sound development in practice.The article analyzes the propagation situation of running on WeChat Official Account from perspective of spreader,content of communication and feedback.It covers the text analysis of two running WeChat Official Accounts as the samples from tweet theme,tweet source,report attributes of the tweets,report differences and the backstage data of the Official Accounts.The findings show that the emphasis on two WeChat Official Account is totally different.Shanghai runners focus on the Marathon competition,while private running on the push of knowledge and skills as well as publicity of popular science.The chapter analyzes the new elements of social media propagation represented by the WeChat Official Account from theme,content,channel and effects,including diversified receiver and form,accurate collaboration and innovative interactivity.Otherwise,the author summarizes the dilemma and reference for running on WeChat during its propagation process.The author finds the differences between Shanghai runners and private running.They include clear positioning of propagation theme,commitment to serving the runners,various and abundant contents,creation oflikability style,innovative offline activities and enhanced interaction with runners.The dilemma they encounter during their propagation process includes: absence of originality,homogenization of contents,separation from mother media,lack of coordination in channels of communication and restricted functions of communication platform and ill-informed feedback mechanism.At last,in order to better publicize the running exercises and encourage the public to run in a healthy way,running WeChat Official Account is required to have clear positioning,active change for the better and accurate propagation.In the meantime,to solve the problem of traditional media WeChat propagation,it is necessary to innovate the contents depending on mother media,give consideration to generality and individuality and realize shared channels.The spreaders should improve their rights and liabilities awareness,and have a flexible feedback of the user comment.