Research On Multi-stakeholder Model Of WeChat Content Ecological Governance

As a“national-level application”with monthly active users of 1 billion,WeChat has established a huge content ecosystem through groups,circle of friends,public platforms and small programs.At the same time,rumors,vulgar information,infringement and other issues have also become a problem for the healthy development of the platform.The content management of WeChat platform has become its proper meaning.This paper takes the WeChat platform as the starting point and adopts the research method of case study to examine the government's governance of the WeChat platform,the self-regulation of the WeChat platform,and the WeChat platform governance under the participation of users.The government,platform and users are obtained.The governance network formed in the process of WeChat content ecological governance.On this basis,the paper analyzes the positioning and role of government,platform and users in the governance network,in order to provide targeted improvement suggestions for the current multi-stakeholder model.The study found that the government relies on the “authoritarian” Internet governance model,and the government dominates the governance network.On the one hand,the government directly supervises users,and on the other hand,authorizes the platform to achieve indirect management.Thanks to the government's administrative authorization,the platform integrates private rights and public rights,and plays a substantial management role,which is at the center of the governance network.Unfair exemption clauses,opaque technical means,and random acts that are full of self-interest considerations have made the platform power show an infinite expansion and expansion trend.The neglect and damage of user rights by the government and the platform squeezes the space for user participation,so users are in a weak and marginalized position in the governance network.Although the user can participate in the governance network through complaints and reports,and “washing complaints collegiate group”,the effectiveness of governance depends to a certain extent on the scientific improvement of the user's own media literacy and participation mechanism.The multi-stakeholder model currentlyformed by the WeChat content ecosystem has certain flaws,especially the platform power is too large and lacks relative supervision.Therefore,a monitoring mechanism for the platform should be established.The government should change from the leader to the leader.The platform itself should improve the transparency of governance.Users need to enhance their rights awareness and improve media literacy.