Research On The Development Of Brand IP Of The News Wechat Media Platform

IP is endowed with a new era of significance thanks to the rapid development of the combination of Pan-entertainment field and cultural industries.It is not limited to the narrow definition of "intellectual property" in writing,but also can be used as an endorsement of a certain type of person,thing or phenomenon.At present,IP has developed to the IP 3.0 stage,namely the brand IP stage,which is to expand the brand effect of things through the power of IP to promote the better development of things themselves.Some news public accounts struggling in fierce competition have seized this opportunity,hoping to turn the tide in the adverse circumstances through the combination with the brand IP.Therefore,the news public account carries out the development of brand IP,and fully utilizes the advantages of brand IP to reorganize and construct the entire news communication process.In terms of positioning,it is helped to further clarify the main nature of the dissemination of news,and strengthens the orientation of information,public opinion,and propaganda for the dissemination of news.In the generation of news content,brand IP with strong content operation force urges the news public account to pay more attention to the quality,breadth,depth and sustainable development of news,so that news content can also realize active dissemination.The audience-centered idea of brand IP always runs through the communication and interaction of news.The news public account and the audience are closely linked to each other through the personalized spiritual appeal and diversified interactions,which expands the influence of the news public account and gradually increases its competitive advantage in the same public accounts.However,excessive brand IP development may also causes some negative effects.For example,under the influence of the commercial profit of brand IP,news public account pursues fame and fortune instead of sticking to the dissemination of news,which leads to the commercialization of news content and the loss of professional ethics of news operators.As long as the news public account can reasonably rely on the positive power of brand IP to keep trying and adapting to news,and use the operation mode of IP+ news or brand IP+ news media,expanding the redevelopment of news may become a new trend and prospect that can be expected in the future.