| In the era of mobile Internet,the way people receive information has changed dramatically.Social media has become the main channel for people to access the media with the characteristics of instantaneity and interactivity.As a national news agency,Xinhua News Agency took the lead in completing the communication matrix composed of Weibo,WeChat and News Client.WeChat Official Account has attracted many users to participate in interaction by virtue of high-quality news content,novel presentation methods and lively words,which has made Xinhua News Agency get rid of the serious and dull media image in the past and become the object of imitation by the media in the industry.Randall Collins,an American sociologist,put forward the theory of Interaction Ritual Chains,which includes four elements of interactive ritual,namely "group gathering","exclusion of outsiders","focus on common concern" and "shared emotional experience".Wechat Official Platform provides a virtual scene of excluding outsiders for communication between the media and users.News content has become the focus of users' attention and they can share emotional experience with the media through interactive behaviors such as praise,comment and forwarding.The emotional energy gained from this will make positive preparations for the next interaction.This paper applies the theory of Interaction Ritual Chains to the research of interactive communication on WeChat Official Platform,constructs the interactive ritual model of Xinhua News Agency's WeChat Official Account,and on this basis establishes the interactive evaluation system to systematically analyzes the current situation and characteristics of Xinhua News Agency's interactive communication from the three indicators of communication,content and interaction.On the basis of systematic sampling,it is found that the Xinhua News Agency's WeChat Official Account is an information oriented media account.The quantity,frequency and time of posting information are in line with the development rule of new media communication platform,which ensures sufficient presence time.Xinhua News Agency has also made many innovative reforms in the focus content setting,includingtitle polishing,theme softening,editing format diversity,discourse system,which reflect the importance of users' experience.The prosperity of the media Wechat Official Account always depends on the content,which is the focus of attention between the audiences.It is the key element of the interactive ritual and also affects the generation of shared emotional experience.Most articles on the Xinhua News Agency's WeChat Official Account are read more than 100000,the number of comments and praise are both active.These figures show that users have strong desire for interaction and Xinhua News Agency has good interactive communication effect.The interaction of common attention and shared emotion is conducive to the accumulation of emotional energy,so as to achieve the purpose of strengthening user stickiness.Nowadays,the interactive communication of Xinhua News Agency's WeChat Official Account has achieved good results,but some problems still exist,such as low content identification and low feedback rate,which should be emphasized and improved in the future. |
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