Research On The Communication Strategy Of Non-fiction Writing Brand NetEase's "The Livings"

Different from common creative methods,non-fiction writing has not been recognized by the public in the past,so it has always been on the edge.In recent years,thanks to the rapid development of the Internet,non-fiction writing has gradually become known to the world.This is a creative mode between news and literature.As early as 2015,non-fiction writing platforms with We Chat public accounts as their main positions have sprung up.In October of the same year,eight media organizations also formed a non-fiction creation alliance.These eight media are Net Ease's "The Livings","Gu Yu Lab","Noon","Horizon","Esquire","We Read The World","Southern People Weekly"and"GQ China".The "Top Ten Innovative Cases of Applied News Communication" awards conference held on November 30,2019 awarded dozens of media,including Net Ease's"The Livings",the top ten innovative cases of China's applied news communication that year.It is worth mentioning that the Institute of Applied Journalism and Communication of The Chinese Society of Journalism and History also clearly points out that "in the context of the decline of traditional in-depth reporting,non-fiction writing plays the multiple functions of enlightening new knowledge,reporting society,revealing human nature and supervising public opinion.Net Ease's "The Livings" program has been persisting for many years and has formed a brand effect.It has become a leader in the practice of non-fiction writing in China.This paper takes the non-fictional writing brand Net Ease's "The Livings" as the research object,and further analyzes the communication strategy of Net Ease's "The Livings" in the context of new media through the following research methods,such as content analysis method,literature research method,case analysis method,etc.The thesis consists of the following five chapters: The first chapter is the introduction,which mainly introduces the research background and significance of this paper,and summarizes the research status at home and abroad,research methods and innovations selected in this paper.The second chapter focuses on non-fiction writing and Net Ease's "The Livings".The third chapter mainly analyzes the contents of Net Ease's "The Livings" in detail from three aspects of column configuration,work content and article title.The fourth chapter starts with the transmission channel and analyzes the transmission path of Net Ease's "The Livings".Chapter five analyzes and summarizes Net Ease's "The Livings" operation strategy from the perspective of operation.The conclusion of this paper summarizes the whole text and the areas to be improved.The thesis argues that in the context of omnimedia,nonfiction writing presents a new commercialized form.As the leader of domestic commercial non-fiction writing brands,Net Ease's "The Livings" has a differentiated column configuration in terms of content.In addition,Net Ease's "The Livings" works mainly focus on the "micro life" of ordinary people.Rooted in social reality,pay attention to social phenomena;Facing up to crimes;Focus on the "lost voice" marginal population;Reveal the complex and changeable human nature.And the title of Net Ease's "The Livings" works often has a strong narrative and plot conflict.In terms of the communication path,Net Ease's "The Livings" is mainly transmitted by We Chat public number,supplemented by other media platforms for multi-channel communication.In addition,Net Ease's "The Livings" also carried out the publication and communication of the value of works and the audio-visual communication of sensory presentation.Finally,in terms of operation strategy,Net Ease's "The Livings" adheres to the subculture production based on UGC model at the source,and encourages and motivates ordinary people to write.Pay attention to user experience in the communication process;In the overall focus on brand building,highlighting its brand value.No matter in content or in form,Net Ease's "The Livings" is constantly exploring and trying.