Analysis Of The Spread Of The WeChat Public Account Of County-level Radio And Television Station

With the change of information environment,the influence of county-level radio and television stations have been declining year by year.In recent years,as a social APP in mobile internet,WeChat has developed rapidly,and the official account is the main way for WeChat users to obtain information.Therefore,WeChat,as a major way of information spreading,has become a new field for the transformation and development of county-level radio and television stations.This paper analyse 55 county-level radio and television stations in shaanxi province,and studies the correlation among the content,form and effect of communication.On the basis,the paper proposed three paths to transform and promote influence of official account of county-level radio and television stations.The study found that the province's administrative divisions include 73 counties and 55 WeChat official accounts are certified by local "broadcasting stations".75%county-level radio and television stations have their own official account.The rate of automatic recovery is 54%,manual recovery 13%.20%official accounts set the special menu bar at the bottom.On the whole,the foundation of county-level radio and television stations' official accounts have yet to be improved.In this paper,the communication effect was measured by reading quantity and thumb up quantity.The study found that there is correlation between thumb up quantity and reading quantity through the person correlation analysis.That is to say,the correlation among the content,form and effect of communication can only be judged byreading quantity.It has been found that there is no correlation between the publish frequency of WeChat official account and the reading quantity,and there is a correlation with the publish time.Communication contents of official accounts are measured by information source,information area,and the information subject.The communication form is divided intofive aspects:titles,texts,images,videos and audios.The studies found that the information contents are related to content of female media reports through content analysis,the information region is given priority to the news of the county,the primary theme of information contents are party activities.In the respect of form of communication,it is found the communication form of most official accounts are single and homogeneous.Specifically,the number of title characters of hot information are in the middle of 10-30 characters;The texts are derived from rigid news of radio and television stations;The pictures are mainly news pictures,and there are few flexible and diverse expression packages.There are some videos and audios that because the original medias are broadcasts or TVs,and the contents are the original "transport" of radios or TV contents.On the basis,this paper puts forward three development paths of county-level radio stations' official accounts.Firstly,regional thinking is required,and the information published by the official accounts should be localized and regionalized.Second,it needs to pay attention to the users' needs,take seriously the needs of users and improve their audience viscosity and fidelity.Thirdly,it needs content thinking,content is king,form is auxiliary,both are indispensable.