An Empirical Study On WeChat Official Account Of The Prefecture-level Cities'Party Newspaper In Inner Mongolia Autonomous Region

Under the progress and development of media integration,the media pattern integrated both central and provincial is basically formed.After policy promotion,the center of county-level media convergence witnessed an intense period of construction.The prefecture-level cities(leagues)which in the middle of the administrative level play a significant role in grass-roots political power construction.It is of great importance to explore the way to promote the media integration as well as to build the Weibo,WeChat and News client system.This paper starts with the operation of the WeChat subscriptions of leagues' party newspaper,evaluates its situations,then probes its innovative path of convergence.For the first time,the data of this study was collected from the WeChat official account of the party newspaper through 12 leagues in Inner Mongolia Autonomous Region and 2 cities of Municipalities with Independent Planning Status.2 different kinds of data analysis are used in this study,including: statistical analysis and text analysis.Randomly choose two survey weeks in 2018 as the sample of study.For better understanding,the method of data collection of the questionnaire is reformed to the both of operation team and users.After classifying and counting the 1617 items published by the WeChat subscriptions of the municipal party newspaper,all the aspects,including:the current situation of the subscription,its communication characteristics and communication skills are summarized and analyzed.The result shows that a polarization exists in the subscriptions of the party newspaper in league cities.On the one hand,the official accounts with a poor operation status has a single form and content,an unclear audience positioning,lack of critical thinking service awareness.On the other hand,the one with a relatively high operational quality has a satisfaction for the readers,especially in the contents of the subscriptions which has the local awareness and service awareness,however,the ability of the local information resources integration desperately needs to be strengthened.Through the questionnaire,the current operational situation and the facing problems of the operation teams are separately analyzed.From the views of the audience,both the decisive factors for subscribing and the degree of practicality and satisfaction are analyzed in this study on the WeChat subscription of the Prefecture-level cities' party newspaper in Inner Mongolia.