Research On The Communication Voice Of Wechat Official Account Of Xinhua News Agency

Communication voice refers to the narrative mode and attitude in communication activities.China has comprehensively deepened reform and opening-up in a new era,the mainstream media's solemn and cold communication style is no longer appropriate.Under the background of the state vigorously promoting media convergence,mainstream media is passive to active,driven by social media,formed a new communication voice,this kind of voice is generally divided into social and interactive voice in the academic and industrial circles.At present,most of the researches on communication voice focus on the macro discussion of media formats and lack of micro argumentation.The main problem to be solved in this study is based on the macro discussion of communication voice in the academic circle,and the WeChat official account of xinhua news agency is selected for a case study,In order to find out why the number can be in a short time a large number of circle powder,continue to rise powder of social psychology law,and to provide practical Suggestions for the change of communication voice of mainstream media.The research on the communication voice of WeChat official account of xinhua news agency is divided into four parts:social background,basic performance,main characteristics,network influence.We selected 289 news pushed on March 1,2015 and March 1,2018 as samples,and adopted content analysis method and network ethnography research method.According to the TV voice classification framework proposed by sun yusheng of China's TV voice reform,it can be seen from the four aspects of narration attitude,narration content,narration skill and narration effect to analysis of the basic situation of the communication voice of WeChat official account of xinhua news agency.This public account narrates the manner positively to be initiative,friendly and professional;The narrative content is mainly”micro content",close to the people.In narrative techniques,mobile audio-visual communication means are extensively used to increase the audience's right of access.The narrative effect gained tens of millions of followers and became a web celebrity public account in 2017.The WeChat official account of xinhua news agency changes its communication voice towards the direction of easy interaction and pleasure,which is inseparable with the country's efforts to promote the integration and development of traditional media and new media.Social economic and technological progress brings about the change of audience demand and the shift of communication position;The practice of marxism in journalism.This public number presents the bright party spirit principle and the mainstream value standpoint,the red temperamental as before,the personality image is outstanding.There are three main reasons for a large number of fans in a short time.First,the interactive voice returns to the life attributes of mobile phones and attaches importance to user experience.Second,it not only responds to netizens' human needs for entertainment,but also pays attention to the proper expression of mainstream values.Thirdly,we should attach importance to the deep participation of netizens,strengthen the emotional bond in narrow-distance communication,and give full play to the role of fans as spokespersons.The WeChat official account of xinhua news agency has changed the stereotype of the audience and achieved certain communication effects.However,there is still room for further optimization in terms of how to achieve zero error in content communication,how to maintain constant interaction and how to better guide the positive energy atmosphere of the network through agenda setting.