The Interaction Of Wechat Official Accounts In The Party Newspaper Under The Interaction Ritual Chains Theory

Along with the development of internet,the social media impact our life a lot.WeChat is the most popular social media nowadays,which impacts the information production mode,communication mode,the relationship between the media and audiences of traditional media.The natural internship characteristics of social media make the relationship between the media and audiences faster and more convenient.Party newspaper also utilize social media to propagate.The People's Daily WeChat Official Accounts is the most popular and authoritative WeChat Official Accounts in Qingbo and Xinbang data.How The People's Daily WeChat Official Accounts interact with audiences,what the effects and mode of this interaction make sense to the research of the development of Party newspaper in social media and the relationship between the media and audiences.American sociologist Collins explore Interaction Ritual Chains which uses micro perspective to expound the interaction ritual to analyze the social behavior and social organization.He put forward 4 elements of interaction ritual.He believes that people's emotion in interaction is the main driving force of interactive ritual.The Interaction Ritual Chains provides a new perspective for researching the interaction of social media.With the development of internet and the popularity of social media,a WeChat Official Accounts and its subscribers have the same concerns.The WeChat form a virtual coexistence.The immediacy and interaction of social media make the subscribers can express like,transmit,comment immediately.At the same time,the emotional energy obtained by the subscribers will affect the next interaction.This paper is divided into five parts.The first part introduces the background,purpose and significance,research status and research methods.The second part stated and analyzed the main concepts of the Interactive Ritual Chain,the WeChat Official Accounts of social media,the history of The People's Daily WeChat Official Accounts.The third part is the key point of the text which analyzes the interactive status of WeChat Official Accounts from the four elements of the Interactive Ritual Chain,and carries out statistical and correlation analysis on 531 effective samples of this article.The fourth part analyzes the reasons for the interaction of The People's Daily and illustrates the interactive results through specific cases.The fifth part summarizes the existing problems in the interaction to and suggest the possibility of the development of the WeChat Official Accounts in the party newspaper.