The Study On The Content Push Of WeChat Public Platform Of Traditional Media

With the development of the Internet,the new media has been used widely,mobile instant messaging tools are also emerging and widely used,the rise of new media has brought a great deal of influence on journalistic practices.The advent of new media has brought tremendous impact and challenge to traditional media,and traditional media have embarked on the road of transformation and integration.Due to the wider use of WeChat public accounts and its greater influence,the traditional media has made the WeChat public platform an important platform for content extending and enhancing its brand influence.The study has three research questions: what are the characteristics of the content push of We Chat public platform of traditional media;whether there are differences in the content push of the public platforms of different traditional media and why there are differences;What problems in the process of content push in WeChat public platform of the traditional media.This study mainly adopts the content analysis method,and use the structure weekly method selects the samples of People's Daily,CCTV News and Southern Metropolis Weekly We Chat Public Number Weekly from the period of September 30,2016 to October 1,2017,the sample numbers of the three traditional media are 111,99 and 54 respectively.The article uses framework analysis to construct the corresponding categories to analyze the content of the samples.At the same time,the study also uses comparative analysis to compare the three traditional WeChat public platform,analyze the commonalities and differences,and use the case analysis method to analyze the typical cases.According to the research,I found that there are similarities in content push among the three WeiChat Public Platform of traditional media,namely People's Daily,CCTV News and Southern Metropolis Daily: the richness of push content,the diversification of content formats and time suitability of content push.At the same time,they also emphasize interaction and focus on improving the user's reading experience.And the content push of three WeChat public platform has its own characteristics.The WeChat public platform of People's Daily has a cordial expression in the content push;pays attention to the guidance of public opinion;pays attention to interact with the user;establishes special columns.The We Chat public platform of CCTV News has large information and adhere to the original;reports timely and leads the public opinion;has various forms and build quality columns;concerns about the people's livelihood and pay attention to user experience.The Southern Metropolis Daily based on the original and focus on user experience;presents facts and guides public opinion;closes to life and pass ideas;pays attention to self-voice and release the right of discourse.The characteristics of push content of WeChat public platform of the traditional media is closely related to the nature of the media,the concepts of cultural and news dissemination and business models.However,there are some problems in the process of content push of the WeChat public platform of traditional media.People's Daily has rich content,but it lacks of the original content.CCTV news influenced greatly by the mother media and lacks innovation.The the number of content of Southern Metropolis Daily is not fixed and its form is single.Therefore,there are some problems in the content push of the WeChat public platform of traditional media,the content form is single,the quality of original content is lack,content is homogenous,the interaction of content is poor and so on.According to the study,the author put forward the following expectations of WeChat public platform of traditional media.In order to promote development,the WeChat public platform of traditional media should enrich form of content,improve quality of original content,create platform features,enhance interaction with users,improve users' reading experience to promote the development of the WeChat public platform of traditional media.This study uses the "framework theory" in communication theory and the framework analysis method,it examines whether these theories are still applicable in the new media environment.In addition,this study is also of great significance to guide the operation of the We Chat public platform of the media.At the same time,it is meaningful to improve the reading experience of We Chat users and meet the information needs of users.