Research On The Communication Strategy Of The "Shaanxi Daily" WeChat Public Accounts

The core theory of McLuhan's "Media is message" holds that what is really valuable in communication is not the content loaded in the media,but the influence and change that the media itself brings to the social psychology and the audience's senses as information.This is the nature of mobile terminal media represented by smart phones.Tn the 40th China Internet Network Development Statistics report,the China Internet Information Center proposed:"As of June 2017,the proportion of internet users using mobile phones rose to 96.3%from 95.1%in end of 2016,the proportion of mobile phone Internet continues to rise."With the development of mobile terminal,smartphones not only affect people ' s social life habits,but also change the way they get information.The rapid growth of new media compression paper media and other traditional media's living space,which has brought some negative influence to the management and development of paper media.How to get a better development in the new media era is an important problem which newspapers must find the solution.In recent years,Wechat and other mobile terminals from the media has provided a new platform for the traditional media transformation to new media,Wechat depend on its rich functions,huge number of users to provide a new channel for the communication of the news,but also brought a huge change.Wechat changed the traditional media's linear one-way communication to a decentralization of the network of multi-diretional communication,break out the time and space restrictions when traditional media(such as newspapers,radio and television)spread information,change the position of th communicator,t he audience is in a more active position.In the spread of the Wechat,everyone can be a communicator,the communicator can obtain the feedback of the audience more easily,and adjust the propagation strategy according to the feedback so as to obtain better transmission effect.Wechat depend on its huge user group,multiple functions,strong social attributes and so on,it has become a new medium of media integration and new media for the transformation.The traditional media have to join the WeChat official platform operating their own WeChat official account,The party media is also operating their WeChat official account,such as "People's Daily" WeChat public accounts,“Hebei Daily " WeChat public accounts,“Guangzhou Daily”WeChat public accounts,WeChat official platform brings broader territory and fiercer competition and challenge to the transformation and development of party media.How to use WeChat official platform to get better communication effect and gain more attention is the problem that every party media public accounts pays attention to at present.This paper adopts literature analysis,research methods of text analysis and case analysis,taking Shaanxi provincial party newspaper in Shaanxi daily official WeChat public accounts as the research object.The“Shaanxi daily" WeChat public accounts comes out on July 22,2014.The“Shaanxi daily" WeChat public accounts is the fourth in the country in 2017 NPC and CPPCC provincial Party newspaper official numbers social communication list,and The social transmission index is 8.0336.The paper selected from January to march,2017 press release content as the Analysis of the sample.This paper is divided into four parts,the first part is the introduction,the research background,research purposes,research ideas,research methods and innovative points are described;The second part is the analysis of the basic situation of the development of "Shaanxi daily" WeChat public accounts,the time and frequency of push,the form of text and so on;The third part and the fourth part is the focus of this paper,the third part in three months of the sample as the research object to push content,the advantage of communication,communication strategy is studied,with the content on the basis of the analysis,combined with the sample and spread the advantages of"Shaanxi daily" WeChat public accounts communication strategies;The fourth part puts forward the problems existing in the operation of“Shaanxi daily " WeChat public accounts,and puts forward countermeasures and feasible suggestions according to the problems.Now,though "Shaanxi daily”WeChat public accounts gets better development,there are still many problems that need to be improved and perfected,such as low original ratio,lack of development of WeChat function,less interaction with audience,insufficient analysis of background mass data,etc."Shaanxi daily" WeChat public accounts need to constantly adjust communication strategy in future operations,to promote own development by improving the quality of content,achieving accurate communication and shaping official account's image,provide experience and referenceb for the traditional media transformation to new media.