Research On Persuasion And Communication Of Emotional WeChat Official Accounts

In the era of "We Media",everyone can be a communicator,a receiver or even a gatekeeper.That means with the emergence and widespread application of We Media,one-way propagation mode which centers on traditional media has been changing gradually,turning to a 'decentralized' mode.In this mode,everyone can be the center himself or herself,possessing equal opportunities and rights to publish and receive information.However,this decentralization mode doesn't mean the disappearance of center.Although the development of We Media has changed the traditionally unidirectional linear media ecology to a certain extent,it is not a complete decentralization.Instead,it is a process of re-centralization,while the center of communication has been replaced by non-professional groups or individuals,such as We Chat public platform,Weibo and so on.Nowadays,the research object of this paper,WeChat public platform,has become one of the important sources for the public to obtain information and knowledge.As a significant branch of WeChat public account,the emotional WeChat public account expresses emotions through the published pictures and texts,arouses emotional resonance of the audience,and persuades the audience to read,like,and forward,thus gaining millions or even ten million fans.It is a force that cannot be ignored in We Media.Besides,it is this kind of WeChat public account that has created a series of phenomenally popular articles which are read for more than a hundred thousand times,arousing an enthusiastic response from social opinion.However,due to the uniqueness of its communication contents,WeChat public account has also caused a lot of controversy.For this situation,the paper collects 1,285 pieces of graphic and text information which have been published by 10 research objects from October to December in 2018.All the collection is based on the New Data,one of the authoritative new media testing platforms.During this process,the writer adopts literature analysis,content analysis,questionnaire survey and some other methods to analyze the different parts,including the article numbers of the sample,presentation method of the contents,content source,and the article type.Combined with Hovland's Persuasion Theory,the paper makes a detailed description and analysis of the persuasion strategy from the perspective of source credibility,persuasion content,viewpoint organization and audience.And the reason why the reading amount can be over a hundred thousand has been found.Furthermore,it is found that although such public accounts have achieved great results in emotional persuasion and attracted a large number of fans,there are still many problems in the process of communication,such as the lack of professional ethics of communicators,insufficient originality of dissemination contents,and serious homogenization.As for the communication ways,the problems like the emotional overexpression,incitement of audience sentiment and title party also exist.In response to the above problems,the author proposes to raise the professional ethics of the communicator,focus on facts,stick to the high-quality originality,grasp the scale of persuasion,guide the audience with rationality,and improve the supervision consciousness of citizens and media literacy.All these strategic suggestions aim to be the reference for emotional WeChat public operators and to promote the healthy and benign development of such WeChat public account.