Study On The Focus Crowd And Communication Strategies Of The Current Political News

Current political news is a special one in many types of news and informations.On the one hand,due to the fact that current political news plays an important role in propagating the principles and policies of the party and the state,carrying forward the mainstream values and building a mainstream public opinion field.Therefore,the government departments concerned have always held stricter rules on the reporting and reprinting of such kind of news.On the other hand,due to the characteristics of such news content,the dissemination of such news often has mixed effects.Especially in the network news dissemination,compared with other types of news,the netizens'attention degree of the current political news is overall low.In the past two years,the rise of the WeChat public platform has provided a new communication channel for news and informations.However,relevant findings show that the operating environment of the WeChat public accounts about news and informations is not a blue ocean,but a combination of challenges and opportunities.Under these premises,studying the focus crowd of the current political news and the dissemination effect of related articles will help to enhance the attractiveness,cohesion and influence of the current political news,help to better implement the propaganda strategies of the party and the country,help to deliver the major policies of the party and the state more effectively,and then,help the government departments to better guide the public opinion.This paper combines the "use and satisfaction" theory,media dependence theory of communication science,the "cognitive dissonance" theory of psychology and the practice of news propagation.By using the methods of literature analysis,questionnaire survey and quantitative analysis,put forward a method of assessing the communication effect of current political news on the WeChat public accounts in the empirical research and studied the characteristics of the focus crowd and the communication strategies of the current political news on the WeChat public accounts.The two core questions raised in the study are:First,what are the characteristics of the focus crowd of the current political news on the Wechat public accounts?Second,what is the impact of different factors on the communication effect of current political news on the Wechat public accounts?To research the first issue,this paper made a group sampling and sent questionnaires on the Wenjuanxing Sample Information Service Platform.It collected 282 copies of the answer papers,212 of which are effective.According to the data of the questionnaires,the paper analyzed the population.characteristics of the focus crowd of the current political news on the Wechat public accounts,such as gender,age,occupation,educational level,political appearance;the user preferences of the current political news,such as the number of the Wechat public accounts which are followed,the reading frequency of them,the purpose of following them,the frequency of participating in interaction,and the access to news.To research the second issue,this paper produced a sample database of the articles in the "xiake_island" WeChat public account by the method of cluster sampling;a sample database of the articles on "Two sessions" in 2017 in the WeChat public accounts and a sample database of the articles on the 19th National Congress in the WeChat Public accounts by the method of random sampling.Using the quantitative analysis method,the paper studied the influence of different factors on the communication effect of the articles on the Wechat public accounts,such as the factors of the news itself,including the enumerates fields,the related subject,the person involved,the time of occurrence,the nature of the news;the news processing factors,including the form of the news,the length of the articles,the title of the news,original news or not;and other factors like the authority of the WeChat public accounts.Through the above research and analysis,the following conclusions are drawn:First,current political news articles on the Wechat public accounts have different attention degree in different crowd;secondly,the audience of the current political news is differ from the audience of other kinds of news in preferences,such as the access to news,the attention degree,the purpose of attention and the frequency of interaction of the current political news articles on the Wechat public accounts;Third,multiple factors have an impact on the overall communication effect of current political news on the WeChat public accounts.Based on the above conclusions,this article proposed the communication strategies of the current political news on the WeChat public accounts in the end.