Research On The Dissemination Of WeChat Public Accounts In Print Media Under The Theory Of Innovation Diffusion

With the rapid development of new media,compared with the traditional forms of media,its advantages are increasingly emerging,bringing about profound changes in the media environment and social information transmission,which also poses a great challenge to the development of paper media.Print media in the face of the new media competition continuously decline,but also in the new media to borrow and constantly pursuing innovation,exploring the transformation of new road,a lot of print its own content and professional advantages,combined with new media channels advantage at the same time,create a new information communication platform,in order to pursue its own development in the new media world.Mc Luhan,a famous scholar of communication studies,believes that "the media is the message",and what is really valuable is not the content itself,but the nature of the media as a tool and the social changes it brings.The emergence of We Chat embodies Mc Luhan's point of view.It not only changed people's social scene and reading habits,but also brought about a revolution in the development of traditional media.We Chat official account has not only changed the way of traditional media information transmission and reception,but also affected the deep structure of media text,and opened up a new communication field for the dissemination of paper media.This study selects the People's Daily We Chat official account as the research object,and uses content analysis method,case analysis method and literature research method to conduct in-depth analysis on the innovative communication mode and path of the traditional print We Chat official account.Based on the theory of "innovation diffusion",this study explores the "innovation-development" path of the People's Daily We Chat official account.The first chapter analyzes the innovation diffusion mode print We Chat public,the spread of the status quo,first introduced the whole innovation diffusion theory,studies the characteristics and process of innovation diffusion and print We Chat public issue of the development process,and in the final number to the People's Daily We Chat public as an example,analyzes the public diffusion characteristics,and then seek the whole print We Chat public issue of development.In the second chapter,based on the theory of innovation diffusion,the paper considers the diffusion factors of We Chat official accounts and the influencing factors of the use of We Chat official accounts,and thus constructs the diffusion model of We Chat official accounts.The third chapter compares and analyzes the We Chat official account of People's Daily and the paper version of People's Daily,mainly from the aspect of communication content,including the comparison of format,theme and form,and reflects its superiority and innovation by the compatibility of the official account of People's Daily.The fourth chapter makes a comprehensive analysis of the innovation diffusion strategy of the People's Daily official account by analyzing the development process,the conditions of innovation diffusion and the ways of its innovation diffusion.The fifth chapter is based on the present,do long-term thinking,and then get the inspiration for the innovation and development of print media We Chat official accounts,and put forward their own suggestions for the development of print media We Chat official accounts.This paper summarizes the successful experience of the innovative communication of the official account of the People's Daily,so as to help the development of the official account of the paper media.Finally,the paper media public number will keep its vitality and develop continuously.