Research On The Application Of University's WeChat Official Account In Ideological And Political Education

In the context of the new media era,it has become a common choice for college students to use WeChat official account as the main channel for acquiring knowledge and communication.College ideological and political education should advance with the times,grasp the inevitable trend of using new media technology to carry out work,and build the university's WeChat official account into a new carrier and new position of ideological and political education.It is an important topic to promote the network,informationization and modernization of ideological and political education in colleges and universities,exploring the application mode and strategy of the university's WeChat official account in ideological and political education.Taking Anhui university as an example,this paper expounds the mode and specific method of applying the university's WeChat official account in ideological and political education,using literature analysis method,case analysis method and investigation method.The study consists of six parts:The introduction part,the research background and significance of the application of the university's WeChat official account in ideological and political education are analyzed,the research status at home and abroad is sorted out,the shortcomings of the research are explored and the research Suggestions are put forward,the basic logic of the paper is established,and the research methods are clarified.In the first chapter,relevant concepts are clearly defined,including the meaning,functions and characteristics of WeChat and university's WeChat official account.Then,on the basis of empirical research on the development status of the university's WeChat official account,dialectically analyzes the positive and negative influences of WeChat official account.On the one hand,this paper explains the advantages and positive role of the university's WeChat official account in ideological guidance and positive public opinion guidance.And discusses its multi-dimensional function as a new carrier of ideological and political education,which can provide services for the education and publicity work and spiritual and cultural construction in universities.On the other hand,this paper analyzes the negative effects of WeChat official account in spreading wrong ideas,challenging the discourse power of ideological and political teachers in universities,and on the healthy growth of college students.In the second chapter,the author discusses the construction path of the matrix platform of the university's WeChat official account in education.Firstly,it demonstrates the requirements for the matrix platform of the university's WeChat official account in education,including the university's WeChat official accounts,the combination of "WeChat classroom" and traditional classroom,as well as the role of thought guidance.Secondly,the matrix platform of vertical and horizontal construction of the university's WeChat official account is built from two levels,namely,the "school,college and class" vertical three-level linkage and the horizontal linkage of various administrative departments,to create a three-dimensional network education environment,to create a healthy and civilized campus network culture.In the third chapter,the author puts forward the corresponding countermeasures from the content of the university's WeChat official account,aiming at the problem that the WeChat official accounts disseminate wrong ideas and concepts,and challenges the ideological and political teachers' discourse rights in colleges and universities.Firstly,it points out that the university's WeChat official account should focus on promoting mainstream values and guaranteeing the authority of ideological and political education in universities.Secondly,the practicality of ideological and political education can be enhanced by highlighting the characteristics of academic and daily campus contents.Finally,starting from the daily life,typical events and hot topics of college students,original contents are selected to enhance the appeal of ideological and political education.In the fourth chapter,it discusses the unique advantages and specific forms of application of the university's WeChat official account in ideological and political education.On the one hand,the author puts forward the use of multimedia technology for layout design,enhanced the dissemination of ideological and political education effectiveness.On the other hand,the attraction of ideological and political education can be enhanced through innovative ways of discourse expression and interaction.In the fifth chapter,the management mechanism of the university's WeChat official account is elaborated.First of all,in order to optimize the ecological environment of the WeChat official account,it is necessary to standardize the operation and management of the WeChat official account based on the network information management requirements,and at the same time establish a network public opinion supervision system and improve the level of network public opinion crisis management.Secondly,by building a professional talent team,the operational level of network ideological and political education in colleges and universities will be improved.Finally,strengthen the network literacy education training for college students,so that college students develop a civilized network behavior habit.Based on the platform construction,content setting,push mode and management mechanism of the university's WeChat official account,it is combined with ideological and political education.It innovates the application mode and method of the university's WeChat official account,provides theoretical basis and practical reference for colleges and universities,and promotes the network,digitalization and modernization of ideological and political education.