A Research On The Content Production And Its Determinants Of The Silk Road Post Wechat Account

To strive for information dominance and enhance communication ability is important to construction of culture soft power of a country in the background of internet era.At the present stage,researches of content production of new media in China lack of proper theoretical direction,integrated research methods and strict analysis.Without generally accepted methods and systems to study the ability of content production of new media,this thesis is valuable for this aspect.In addition,this study accords with culture development strategy of Guangdong province,which is available for innovation ability of culture communication with strong practical significance.On the case study of Silk Road Post Wechat account,this thesis sets up the model of content production indexes of international communication new media to research its ability of content production.Then the thesis discusses what influential factors are affecting the process of content production through the method of text analysis,in-depth interview and participant observation.Under the guidance of hierarchy of influences approach,the study explores how to improve content production process and beneficial effect to strengthen international communication ability.Combining the three research methods,under the guidance of hierarchyof influences approach,the thesis analyzes the influential factors of content production from the micro,medium and macro perspectives.At the micro level,editors' professionalism,work efficiency,and the division of labor have a certain impact on content production.At the medium level,talent management,production processes,and organizational habits have a certain impact on content production.At the macro level,policy support,geographical advantages and social and cultural environment are conducive to the development of international communication media.The content of the Silk Road Post that are not vivid enough,the employees' enthusiasm for content production is not strong and the communication ability of Silk Road Post Wechat account is inadequate.In response to these problems,the thesis proposes to improve the quality of articles,establish a sound personnel training mechanism,and develop cooperative communication with media in other countries.