Research On Communication Strategy Of Wechat Public Account Of Outdoor Music Festival

Rapid economic development has led to improved living conditions and more and more musical choices,but there is no doubt that outdoor music festivals are the most infectious of the many ways to perform music today.Although the development of outdoor music festivals in China is relatively short,it has shown a good trend of development.The music festival market has also seen the emergence of more successful and well-known brands,one of which is the Midi Festival.And with the emergence of new communication technologies,the ways and means of communication have undergone fundamental changes.From the original top-down communication,to mass communication,to today’s new media communication.The ways and methods of communication vary widely,and this includes the We Chat public platform,which was launched in 2012 and is gaining more and more attention from the public.Companies also favor pushing articles on We Chat to enhance brand awareness,and music festival brands are among them.In this paper,we use Laswell’s 5W communication model as the theoretical basis,and select the official We Chat public number of the Midi Festival,"MIDI",as the research object.Using the case study method and text analysis,we started from the audience,communication subject,communication content and communication channels of "MIDI" We Chat public number.The research on the communication strategy of "MIDI" We Chat public number is carried out,and finally,the problems and solutions in the communication process of "MIDI" We Chat public number are further studied.Some references are proposed for the good communication of music festival We Chat in the new media era,that is,to focus on meeting the needs of the audience and to create quality contents with their own resources.I hope it can be used for reference in the development of domestic subcultural We Chat official account and cultural communication of music festivals.