Research On The Public Trust Of WeChat Official Account Of Local Metropolis Daily From The Perspective Of Trust

In recent years,the mobile Internet has developed rapidly,We Chat has become one of the main tools for people to obtain information,and the influence of We Chat official accounts has also increased.In the face of the impact of the Internet,local metropolis daily have built the We Chat official account as a communication channel.However,on the one hand,the construction of the We Chat official account has enhanced the communication power and influence of local metropolis daily.On the other hand,the lack of content standards and its special communication mechanism different from local metropolis daily has also made it's difficult to establish public trust.Existing literature mostly examines the public trust of the media at a macro level,such as the public trust of the mass media,the public trust of the online media,etc.,and lacks a specific investigation of the new thing-public trust of the We Chat official account of the media.At present,there are multiple perspectives on public trust research at home and abroad,such as traditional professionalism,psychology,sociology,public opinion and other fields all involve public trust issues.Some scholars study the public trust of government and social organizations from the perspective of trust,but from the perspective of trust there are few studies on the public trust of We Chat official accounts in local metropolis daily.In a social media environment,user's subjective trust is one of the most important factors that affect the public trust of the media.Therefore,the perspective of trust is selected to examine the public trust of the local urban media We Chat official account.The paper consulted a large number of documents,among which the reference to the "Mass Media Public Trust Evaluation" edited by Yu Guoming was focused,and the basic concepts of trust,media public trust,and local city newspaper We Chat official account public trust were determined,and combined with the content characteristics of the local city newspaper itself,the preliminary Evaluation index system of local urban media We Chat official account.In exploratory research,based on the analysis of interviews and questionnaires,the evaluation of the public trust of the local metropolis daily We Chat official account is composed of four dimensions and 26 indicators: the image positioning consisting of 7 indicators.On this basis,a questionnaire survey method was adopted to analyze the influencing factors and current status of the public trust of the We Chat official account of the local metropolis newspaper,and it was verified that there was a significant positive correlation between individual consciousness and media use frequency and the public trust of the We Chat public account of the local metropolis newspaper.Individual consciousness,self-discipline consciousness,and the frequency of media use can indirectly affect the public trust evaluation of the We Chat official account of the local metropolis newspaper through local metropolis newspaper' public trust evaluation.Through user scoring,it is found that the public trust score of the We Chat public account of our local metropolis newspaper is slightly higher than media agencies',but the overall public trust level still needs to be improved.Based on this,we provide several enlightenments for the construction of the public trust of the We Chat public account of the Chinese city newspaper: In the operation of the local city newspaper We Chat official account,we must establish the thinking of Internet products.There may be a "trust transfer" between the We Chat official account of the local metropolis newspaper and its affiliated media organization.Internet news products need to establish a new public trust evaluation standard based on users.