Study On The Operation Of Law-popularizing Wechat Public Accounts

Publicity of laws and regulations,as an important task of our government,has undergone a development history of over 30 years.During the period,mass media,as the important channel of the publicity of law,has also evolved by weeding through the old and bringing forth the new along with the rapid development of Internet technology.Television,newspaper,radio and other traditional media can no longer satisfy the demand for advancing the undertaking of popularizing legal knowledge,WeChat,Weibo and other We-Media platforms have attracted increasing attention.The popularization of law through new media has become a new opportunity for the publicity of laws and regulations.In the past few years,to the extent encouraged by the government and permitted by the communication environment,the number of law-popularizing new media has been on the rise.Aside from the public accounts of judicial and public security organizations and institutions as well as legal services agencies,in the traditional sense,there also emerged many law-popularizing WeChat public accounts registered in the name of individuals as We-Media.These grass-root We-Media have undoubtedly expanded the team of law popularization in our country.However,the communication effect of these We-Media WeChat public accounts was not that satisfactory.The Chart of Top 500 public accounts was still occupied majorly by mainstream media WeChat public accounts and cultural WeChat public accounts.Compared with the seriousness and objectivity of legal publicity information,users were more likely to be attracted by chicken soup articles with sensational language and striking opinions.Lawpopularizing WeChat public accounts were deeply troubled.On such premise,in this paper,the author chose a We-Media WeChat public account with relatively high-quality communication effect,“Law Readers”,as the research objective;from the perspective of communication,the author systematically analyzed the text content,posting method,user management and communication effect of the account,found the characteristic and,weaknesses of the public account during its operation so as to provide reference to the operation of law-popularizing WeChat public accounts as a whole.This paper is mainly divided into five chapters.Chapter one consists of the literature review of three aspects,namely the publicity of legal knowledge through mass media,the operation strategies of WeChat public accounts and the public communication in the era of new media.By organizing relevant literature,the author discovered that the research on the publicity of legal knowledge through traditional media was relatively mature;the research on WeChat operation was inclined towards the discussion of profit models,and;the research on the participation of WeChat public accounts in the publicity of laws and regulations was rare to be found.In chapter two,the author provided a brief introduction to the WeChat public platform first and then divided the development history of WeChat public account “Law Readers” into three stages: setting off,leaping upward and keeping steady,which were explained in sequence.In the third part,through the big data platform gsdata,the author collected 3255 articles posted by “Law Readers” during the period from December 2015 to November 2017 for text analysis and data analysis,and further divided the period into two phases so as to predict the developing trend of the operating model of the public account.The results indicated that,the subjects of “Law Readers” covered a wide range of fields while giving consideration to both the general public and the legal professionals.The posting activities were concentrated in the morning and in the small hours;the number of articles of each post was usually 3 or 4;the arrangement of posts and the selection of time basically conformed to the users' reading habits,thus guaranteeing a good communication effect.As for content production,while adhering to the concept of “the sharing from a user to a user”,the public account has also formed a PGC team of 104 members to effectively improve the quality of its original articles.However,from the perspectives of the self-development of the platform and the building of the matrix,such problems as incomplete construction and low practicality still existed.Chapter four provides the transverse and longitudinal comparative analysis of the communication effect of “Law Readers” with the WeChat Communication Index(WCI)created by gsdata,through which the author found the public account instable in four major aspects,namely the overall communication influence,the communication influence per article,the communication influence of headline articles and the peak communication influence.Chapter five is the summarization of the advantages and disadvantages on the basis of the aforesaid analytical results of the operating strategies and communication effects of “Law Readers”,and the proposal of corresponding countermeasures and suggestions.Research discovered that,“Law Readers” maintained such advantages as precise time selection,rich textual expressions,complete construction of original team,high interactivity in proposition setting and so on;in the meantime,such shortcomings as the absent long-term operating mechanism,single user interaction channel,low platform coverage and lack of sensational points in contents also existed.To solve the problems above,the author proposed the following suggestions for the WeChat public accounts aiming at publicity of legal knowledge: cooperate with professional legal service companies;form a WeChat communication union,work diligently on the quality of articles and establish a public agenda;improve the matrix and accelerate information coverage,and;use big data to guide the operation of the public account.