Study On The Media Tea Party--A Media-research Wechat Public Account

In recent years,a number of influential media-research WeChat public accounts have emerged in the news communication circle.Some scholars also call it the media observation WeChat public number.The "Media Tea Party" is one of them.Since its establishment two years ago,the “Media Tea Party” has always been an official public account of the China Industrial Newspaper Association and media executives' exchange group.It mainly serves the mainstream media practitioners,always adheres to the original characteristics,and actively discusses and talks about matters in collecting and editing,management,integration,and copyright,empowering the transformation and development for traditional media.It has been repeatedly praised by the Central News authorities and won a good reputation in the circle.This paper took "Media Tea Party" as the study object,focused on the study on the content of "Media Tea Party" based on combing the basic information,development situation and operation strategy of "Media Tea Party",and then took the 571 articles published by "Media Tea Party" from Jan 17,2017 to Dec 31,2018 as study samples,analyzed its content from the aspects of article number,reading quantity,article types,original articles,etc.,and summarized the content characteristics of the "Media Tea Party",which is comparable to professional research media,and summarized the golden rule of creating explosive articles,that is focusing on hot spot,being fast,being original,connecting with hot spot,following up topics,and paying attention to pain point,with high-quality original content as the core;It further analyzed the problems currently faced by the “Media Tea Party”,among which the most urgent ones are the shortage of talents,the lack of profit model with effective monetization,and with the development of “Media Tea Party”,the dilemma of communication faced by the “Media Tea Party” as a vertical we-media,that is,how the “Media Tea Party” further expands its fan base,and gets out of the existing media circle;besides,the practical problem that how to get out of the industry,and better connect with the academic circle cannot be ignored.At the same time,the “Media Tea Party” also brought important enlightenment to the operation of other WeChat public accounts.First,the successful cases of transformation of traditional media people represented by “Media Tea Party” demonstrates that,first,with the new media operation model as the framework,using the traditional media method that many traditional media people are familiar with to create core content and make new media successful is one of the secrets of doing a good new media.In other word,it is a viable way of transformation for traditional media people.Second,the communication strategy of “Influencing influential people” adhered to by the “Media Tea Party” is targeted at the top people in the industry,enabling the public account to occupy a superior position.At the same time,it affects these celebrities through high-quality content,so as to occupy the commanding heights of public opinion,and gain recognition of top people,easily achieving the ideal communication effect.