Research On The Cultivation And Publicity Function Of University WeChat Public Account Under The Epidemic Situation

On the eve of the Spring Festival in 2020,a sudden outbreak of a new type of coronary pneumonia began in Wuhan,Hubei Province,and then the epidemic swept across the country,many provinces and cities launched a major public health emergency response.The Chinese people,and even the people of the world,have shown unprecedented concern and determination to win the war epidemic,which is invisible but full of gunpowder.However,the information is jumbled,the rumors are all over the sky,and the truth is absent,which makes the social people once diffuse in the negative emotions of tension,anxiety and panic.At this time,the media is required to play a role in reporting real information,guiding positive topics,and delivering positive emotions.The core user group of campus media in Colleges and universities is teachers and students in Colleges and universities.Due to the special group and large number,it has played a more important role in the media report of the epidemic,showing a different media responsibility.Novel coronavirus pneumonia is the two most important part of the study.From the perspective of communication and semiotics,the official WeChat public platform of Dongbei University of Finance and Economics is chosen as the research object.The sample of 98 WeChat tweets from the first epidemic article published for two months(2020.1.23-2020.3.23)is selected as sample data,and samples are analyzed on the tweets,tweets,and tweets,etc.,to push the 2020 new crown pneumonia.The division of the theme functions of line cultivation topic and propaganda topic is divided into two categories:"science communication" and "telling a good story".By subdividing the topics of cultivation function and publicity function,it is found that the wechat articles of Dongcai during the epidemic can be divided into five major themes:epidemic prevention knowledge,teachers and students’ anti epidemic,epidemic announcement,campus service and Dongcai feelings.Among them,the frequency of epidemic announcement and epidemic prevention knowledge articles is the highest,followed by teachers and students’ epidemic prevention and campus services,and the frequency of campus feelings is the lowest.At the same time,this paper uses the theoretical framework of signifier and signifier from the perspective of semiotics to analyze the symbolic form and meaning of relevant wechat articles.On the one hand,from the perspective of external form(picture,text,audio and video),this paper classifies the titles of articles with cultivation and publicity functions under the background of epidemic situation,and concludes that there are three types:news title,column title and letter title,and makes statistics on the frequency of punctuation in the title,In novel coronavirus pneumonia,administrative micro blog has strengthened the use of exclamation mark and separators.On the other hand,from the perspective of sociological theory of"emotional turn",from the perspective of sociological theory of "emotional turn",we have carried on the combing and image presentation of the "Jianshan Xinghai","Cherry Blossom Garden" and "ginkgo tree" and so on.The meaning analysis and symbolic analysis of character and campus image try to improve the cultivation effect and publicity effect of articles on the official wechat platform of campus media in the context of special epidemic situation.While scientific communication,it is moving with emotion,highlighting its ability of public opinion and emotion expression in this context.Finally,combined with the advantages and characteristics of official WeChat official account of several other universities in Dalian,the advantages,characteristics and shortcomings of the tweets during the epidemic period of Dongbei University of Finance and Economics are summarized,and corresponding suggestions are given.