Research On Interactive Communication Strategy Of WeChat Public Account Of People's Daily

The rapid development of Internet technology has accelerated the transformation of traditional media.In order to meet the needs of social development,traditional media actively explore and innovate the development mode,and derive its own network social media.Among them,the WeChat official account of the people's Daily has the incomparable advantages of other media.Its timeliness of news reports,the close interaction of audiences and the sharing of communication platform have become one of the main tools for people to participate in social activities and communication.Since its opening,it has developed well.As one of the new media matrices of mainstream media,it is very representative.By the end of 2020,its number of users has reached more than 50 million,which is very representative in many multimedia platforms.How does the WeChat official account of the people's daily get high user stickiness and interact with users? What kind of communication means and strategies have been used in the interaction with users,and what communication effects and influences have been produced are the next parts of further discussion.The content of the first part is to summarize the research background and the development status of people's daily and the development of interactive communication theory.The second part is to establish an evaluation index system through three aspects: Communication indicators,interactive indicators and content indicators,and investigate the current situation of interactive communication of WeChat official account in the people's daily.The third part is based on Collins' s interactive ritual chain theory by using content analysis method The data of three years in July 2020 were used as research samples.The push message and interactive communication mechanism of WeChat public number 10 in people's daily of 10 were studied.The fourth part is to summarize the problems and shortcomings based on the causes and effects of the interactive dissemination of the WeChat official account in the official account of the people's daily.It is intended to provide reference experience for improving the dissemination effect of the official account and innovative communication strategy.