Research On The Communication Content And Influence Of The WeChat Public Account Of The Museum

As public institution,museums record the rise and fall of human civilization,transmit knowledge and culture,and undertake the function of educating the public.With the rapid development of the Internet and the rise of new media,WeChat public account has become an important way for organizations to communicate.This thesis selects contents of official WeChat public accounts of the Palace Museum,the Shanghai museum,Chengdu museum,museum of Hubei province,Guangzhou museum,the museum of Jilin province and Shaanxi history museum during 2018,and divides them into push service,content sources,content type,titles,content presentation and content style.The article sorts out interactive data analysis to illustrate content characteristics and the trend of the museum WeChat public accounts.Based on the elements of the communication content and the WeChat influence index WCI,the thesis analyzes difference of the communication content in the two groups,where WCI index is different and screens out indicators with significant difference in the communication content.On this basis,the research hypothesis is made,and the correlation analysis is carried out to determine which factors in the communication content are related to the influence.On this basis,this thesis puts forward corresponding suggestions for the development of the WeChat public account of the museum in terms of communication content.That is,optimize the use of punctuation marks in title making;strengthen the application of multiple combinations of content presentation methods;strengthen the interaction with the audience;enhance the proportion of lively content style.