A Study On Communication Strategy Of Wechat Public Account In Sexual Knowledge

In China,the number of child sexual abuse case,of AIDS Patient and of abortions has been growing gradually in recent years.A variety of social problems caused by the lack of sex education has become increasingly severe.Researches show that the reasons leading to the lack of sex education in China are as follows:obstruction of channel of sexual knowledge,lack of material of sex education,parents and teachers are poor at sex education,terrible environment of sex education and so on.Apparently,the lack of appropriate channels of sexual knowledge transmission is one of the main reasons for the low level of sex education.Accompanying with the development of technology,the way for people to obtain sexual knowledge is changing from traditional media to new media.Therefore,in order to spread sexual knowledge more effectively,the sex educators in our country have applied a group of Wechat public accounts to spread sexual knowledge.Although some achievements have been made by Wechat public account of sexual knowledge diffusion,there are still a series of problems affecting the propagation effect.In order to promote the effect of Wechat public account of sexual knowledge diffusion,optimize the spread channel of sexual knowledge and improve the level of sex education in our country.This paper from the perspective of communication based on the existing research results constructing an analytical framework to analyze the communication strategies of the "Mingbaixuetang",a successful Wechat public account,what is good at diffusing sexual knowledge.This paper finds that the strategies of "Mingbaixuetang" including:Building a strong team,shaping founder's healthy image,setting up good image of Wechat public account,enriching article type,using ingenious article title,using network words,constructing easy long sentence,establishing cordial style;using big data to analyze receiver' reading habits,using psychology theory to cultivate receiver' reading habits;through the construction of virtual community,question asking,comments selecting and so on to strengthen the interaction between receiver and receiver,sender and receiver.