Research On The Effect Of The Official Microtransmission Content In Double First Class Universities

With the continuous development of modern media technology,WeChat has become an indispensable software tool for interpersonal communication,and WeChat platform is an important part of WeChat.It also plays an important role in providing readers with information reading,current news browsing,transmitting and shaping the image of a double-class University School,and building school image dissemination.It is of great significance for the construction of high efficiency WeChat Public Number in China to study the effect of the dissemination of the content of WeChat Public Number and analyze the influence of the basic elements of its push articles on the dissemination effect.This paper takes 36 A-class double-class University WeChat Public Number as the research object and ranks according to the WCI index.The top three are selected as Group A and the last three are compared and analyzed.A total of 549 articles were selected for the three months of September,October,and 11 in 2018 as research samples.Explore the media prominence of tweets(importance,awareness,emotional value),the content of tweets(article theme,article source,article originality),and the form of push(title vitality,content vitality,layout presentation).Whether the multiple dimensions are correct Its dissemination effects have an impact.In this paper,SPSS card square analysis,T test and linear regression analysis are used to enrich the theoretical research in the field of public platform communication.I found out from my research,The media significance of tweets(importance,awareness,emotional value),the content of tweets(article theme,article source,article originality)and the form of push(title vitality,content vitality,layout presentation)will be different.To varying degrees The effect of the tweet of the fruit shell network WeChat public number has an impact.The study found that there is a single theme of tweets in the public tweets of WeChat in colleges and universities,which makes it difficult to attract readers to read the tweets,so it is difficult to attract more audiences.The content lacks originality.Most of them are articles directly reproduced in other media,lack their own understanding and understanding,and capture of news information;The intellectual property rights consciousness of the operating subject is weak,and most of the articles have no original logo.It is difficult to stimulate thecreative enthusiasm of students in our school,and it is difficult for students to form a sense of protecting intellectual property rights.The use of pluralistic modification of the title of the article is not flexible,the rhetoric of the title of the article is straightforward,and the use of punctuation is not flexible enough to stimulate the audience's interest in reading;There is a single form of message push,mainly graphic text,video,GIF and other dynamic forms are used less often,and the content of the article is more rigid and less lively;The layout presents poor visual effects,and the use of color in articles is improper or relatively single.From this,several suggestions are put forward on the content and form of the report:enriching the theme of promotion,enhancing the originality of the article,paying attention to the cultivation and protection of intellectual property awareness,increasing the diversification of the article title,enriching the use of multimedia,simplifying the layout,and highlighting the focus of the content.