Xinhua News Agency WeChat Public Number Editorial Research

With the development of the media,mobile social applications have become the primary choice for people to disseminate and receive information.With the timely and convenient information service,WeChat public account not only accumulated a large number of users,but also transformed a new platform for various media convergence and further development.In the practice of WeChat public account,the reconstruction of business processes,the change of audience concept and the innovation of discourse expression system are all related to the expansion of WeChat public content and brand influence.In the environment of information explosion,the information processing capability of new media editors is a key part of obtaining effective attention of the audience.However,in the current communication environment where homogenization information is flooding,the concept innovation and capacity cultivation of WeChat public editors need to be improved.There are still problems to be solved in the practice of editing.The Xinhua News Agency WeChat public account has formed distinctive editorial features since its establishment.The innovative interactive way has won the favor of the audience.The phenomenon-level communication products are frequent,and its editing experience has reference value for other WeChat public accounts.Therefore,this paper selects Xinhua News Agency WeChat public number editorial literacy as the research object,and comprehensively uses scientific research methods such as literature analysis method,content analysis method,case analysis method and SWOT analysis method.Firstly,it is found through the combing that the Xinhua News Agency WeChat public number appears in the development process.The three most notable features are the expansion of influence by the spread of influence,the “subversive” image of innovation and interaction,and the diversified content design to meet the needs of different audiences.On the basis of preliminary cognition,the author also analyzed the overall frequency of the number of content pushed by Xinhua News Agency'sWeChat public account,content source,theme form and brand column,and summarized its editing strategy,which was embodied in strict screening and filtering to create authority.The source of information,the use of personalized expression to convey the content of mainstream information,through the continuous innovation of the way of transmission into the fixed arrangement of the fresh vitality of these three aspects.Furthermore,it analyzes the editorial abilities of the editors behind the editing strategy.In terms of political literacy,business literacy,interactive literacy and knowledge literacy,the editors have a keen news forecasting ability,a solid business foundation,and advanced interaction.The concept and rigorous attitude of knowledge dissemination,and the extraordinary point is that it is good at using relevant capabilities flexibly in innovation,making the characteristics of push content clear,creating the brand image of Xinhua News Agency WeChat public number and deeply rooted in the hearts of the people.Finally,from the perspective of the further improvement of the editing ability of the Xinhua News Agency WeChat public,the SWOT matrix was established to comprehensively consider the opportunities and challenges faced by its editors,as well as its own advantages and disadvantages,summed up the successful experience and suggestions for improvement,and found the editing rules and ability cultivation,also provide directions for the editing and operation of other WeChat public accounts.