Analysis Of Operational Countermeasure Of The We Chat Official Account Of Provincial Party Journals In The New Media Environment

Provincial party journals are a special and important category of Chinese journals.Since the founding of China,provincial party journals and Communist Party of China grow together.Nowadays,there are 44 provincial party journals in China.Provincial party journals go through many years of development,so it's content production process is quite mature.However,in the new media environment,the rise of Wechat make the Wechat official account become a new kind of magazine.The change of the communication mode has become a challenge to provincial party journals.Many provincial party journals try to transform by set up a Wechat official account,but fail.In the meantime,Since the 18 th National Congress of the Communist Party of China,party building work has been raised to an unprecedented height.The CPC Central Committee attaches great importance to the work of news and public opinion,especially the development of media integration,which provides broad prospects and space for the development and transformation of local Party journals.Therefore,in the new era of coexistence of challenges and opportunities,how to make good use of the WeChat official account for communication,is a problem that provincial party journals must study.Around these questions,this paper use the Wechat official account “NanFang Magazine” of GuangDong provincial party journal NanFang Magazine as an example,and use the content analysis,interview and questionnaire,analyze the operation status and communication effect.And then,I will summarize operation characteristics,advantages and disadvantages and try to propose the next step of operation countermeasures.I hope that this study can help other provincial party journals to expand communication effectiveness.The study found that,from the communicator's point of view,the WeChat official account of provincial party journals have a clear positioning and distinctive features.They are authoritative and reliable,so the audiences tend to get official information from such WeChat official account.In the other hand,when making serious topic selection,such public numbers are rather rigid and not lively enough.In the meanwhile,there is a slight lack of diversification in topic selection.From an operational perspective,new media operating team and traditional paper media operating team cooperate closely,which makes the whole team highly professional and productive.However,the presentation mode of the articles have not been varied enough,and the multimedia tools have not been fully utilized.From an audience perspective,the WeChat official account has various communication channels.It can provide news not only through the WeChat official account,but also through the magazines,websides,and other platforms.But the WeChat official account is lack of interaction.Therefore,firstly,the study put forward that the WeChat official account of provincial party journals should enrich the topics,and make serious choices in more lively and diverse forms.It should not only serve the core audiences who like hard news,but also insert more soft topics.Secondly,it should optimize the presentation of content,make full use of multimedia tools in editing and typesetting design,and strive to make content more eye-catching.Thirdly,it should focus on interacting with readers by planning some articles which suitable for interation.Last but not least,and they.keeping right and innovating is constantly needed.The WeChat official account of provincial party journals should make effort to become an party journal IP and a WeChat official account brand by continuous reform.