A Study On The Communication Innovation Of The WeChat Official Accounts In The Media

The rapid growth of computer networks has brought about an opportunity for the emergence of various emerging means of communication.As a mobile innovation application with subversive nature,WeChat has become the means used by most people to get news.After five years of development and improvement,the WeChat public platform has enriched people's lives by using the new mode of "social+ platform ization”.It has grown into the main carrier of the news activities of the media,but the large number of media WeChat official accounts also bring greater competitive pressure to operators,and the negative impact of homogenization has become an urgent need to deal with.Grasping the opportunity of innovation-driven development,advancing theoretical and practical innovation has been highly valued by the party and the state,and the number of articles in related fields is constantly evolving in a state of rising year by year.A fter summarizing,it can be found that most authors have put forward very specific operational strategies,but there are few studies involving the nature of innovation,which will lead to the weakness of the theoretical foundation.The representative practice of the "People's Daily" official account provides a sample for the innovative research of the media official accounts.This paper takes the concept,characteristics and categories of innovation as the research foundation,and combines the two to deeply explore the innovation strategy and inspire it.The media public account responds to the homogenization issues that have emerged during the growth process.The article is divided into three parts:the first part is the current situation of the homogenization of the WeChat official accounts in the media,and the second part is the in-depth study of the innovative features and categories in combination with practice.The third part is the rationality of combining the official account of People's Daily as a sample and its specific innovative performance,the innovative approach of the public number is summarized through a combination of cultural perspectives.Putting the operation of the media WeChat official accounts into the field of innovation can not only play an important complementary role to the theoretical basis of the official accounts,but also bring important guiding significance to practice.