Research On Archives Propaganda Work Under Social Media Environment

The wave of social media development has changed the long-standing traditional methods of information acquisition and publicity,and derived Micro-blog,WeChat,and emerging social software represented by vibrato,making the efficiency of information promotion and utilization qualitative.It has brought new opportunities for the development of all sectors of society,and promoted a new round of information dividends,including the archives industry.The development of archives propaganda work can be traced back to the 1980s.The changes in the way are from non-media forms to the use of traditional media,to the current universal application of social media,whether through non-media forms of archives,although they have achieved the corresponding archives propaganda effect,the role of raising the awareness of social archives is gradually diminishing.Due to the great development of social media,the development focus of China's archives propaganda department has also changed,the rapid dissemination and sharing of archive information resources is becoming a hot spot.In order to meet the new information age,the archives propaganda work began to use social media to promote archives,promote archives wok,and promote archive staff,gradually expanded the publicity channels such as archives websites,archives forum,archives blogs,archives micro-blogs,and archive WeChat official accounts,achieved different effects,however,after the enthusiasm of chasing the new wave has faded,the phenomenon of subject slack has emerged,which has caused many social media services based on archival propaganda purposes to lose their original propaganda significance.There are two reasons for this phenomenon,on the one hand,it is the subjective factor of the slack of the archives publicity department,on the other hand is the objective factor of the lack of experience in the transformation of traditional media to social media.The shortcomings of the archives propaganda department on social media not only restrict the dissemination of archives information resources,but also further hinder the development of the archives cause and the improvement of social archives awareness.Based on this,the research on the use of social media for archival propaganda work has become an important direction in the archives industry.However,with the continuous development of social media,archival websites,archive forums,archive blogs and archive micro-blogs have all demonstrated the limitations of propaganda ability,and archives WeChat official accounts is in the stage of being in the ascendant,with highly representative in terms of development speed and propaganda effect.In view of the purpose of maximizing research significance,this article takes the archives WeChat official accounts as an example,analyze the construction profile,content and effect through data statistics,furthermore,the problems in the use of WeChat official accounts in the archives propaganda work were obtained,and countermeasures were put forward to provide reference for further optimization of archives propaganda work.This article is divided into five parts.The first chapter is the introduction.It mainly demonstrates the research background,research purpose and significance,research status at home and abroad,research content,research ideas and methods,research characteristics and deficiencies.The second chapter is about the changes in the way of archival propaganda work in China.We take the development of archives propaganda work as the main body,and take the three stages of non-media,traditional media and social media as the path of change.Through summarizing the main propaganda methods of the three stages,we clarify the development relationship and highlighting their characteristics of propaganda.Through the propaganda effect we explain the shortcomings and limitations of not using the media and using traditional media,and emphasize the value and significance of social media for archives propaganda work.The third chapter is the current status of the WeChat official accounts for the archives propaganda work.Given the great advantages of WeChat in platform attributes,communication methods,audiences,and functional attributes compared with and forums,blogs,and Micro-blog,WeChat has shown a new vibrancy and representative in archive promotion work that is different from other social media.Therefore,this part is based on WeChat official accounts,firstly,based on the analysis of the construction profile,the three archives WeChat official accounts,which are typical in the provincial archives institutions,universities and enterprise archives departments,are selected as the research objects.Analyze the data of relevant indicators through the network survey method,and analyze the contents of its archives,including the service module,the tweet theme and the tweet mode.Based on this,we analyse the effect of the archives propaganda work under the action of WeChat official accounts,and then draw the relevant conclusions.The fourth chapter is about the use of WeChat official accounts for archival propaganda work.Based on the investigation and analysis of the essay propaganda work based on WeChat official accounts in the third chapter,we start from the main body of the archives propaganda and summarize the common problems in the use of the WeChat official accounts in the archives propaganda work.The fifth chapter is to improve the use of WeChat official accounts for archival propaganda work.Mainly from the previous research process and the problems raised in the fourth chapter,we should give targeted countermeasures in order to play a certain role in promoting the application of WeChat official accounts in the archival propaganda work.