Research On The Communication Strategies Of “Shanghai No.2 Intermediate People’s Court” Government We Chat Official Account

In recent years,with the rapid development of Internet technology,the wechat official account of government affairs has gradually come into the public’s view,becoming a platform that can provide services and information to the public,and providing channels for the public to live and express their opinions and views on public events.At the same time,the study of wechat for government affairs has also begun to flood the field of journalism and communication studies.However,at present,there are few researches on wechat of court affairs by domestic scholars,and there is a lack of systematic summary of wechat of court affairs from the practical level.As an important judicial organ and government department in China,the court is an important communication organ for the general public to establish legal consensus and grasp legal information.In the Internet era,it is worth studying and thinking how the court can follow the trend and make clever use of the form of new media to further advance the concept of "rule by law" while ensuring authority and professionalism.Therefore,based on text analysis,this paper takes the official wechat account of government affairs “Shanghai No.2 Intermediate People’s Court” as a case study and explores the communication strategy of “Shanghai No.2 Intermediate People’s Court”in combination with my internship experience in the Court.By analyzing 210 samples selected from 2014 to 2020,I aim to analyze the communication strategy of“Shanghai No.2 Intermediate People’s Court” from the perspectives of content,channel and brand in different time stages.Finally,on the basis of the communication strategy,reflect on the shortcomings of the We Chat public account of “Shanghai No.2Intermediate People’s Court”,and provide rectification suggestions for it.Specifically,the article is divided into five parts:The first part is mainly about the basic concepts and the theories involved in the paper.First of all,it is combined with the research results of previous scholars to define the concept of government wechat,while explaining the characteristics of government wechat.Secondly,"gatekeeper theory","agenda setting theory","use and satisfaction theory" and " ‘5Ws ’of Communication",which will be involved in this study,are explained to state the correlation between theory and research object.The second part mainly summarizes the operation status of the “Shanghai No.2Intermediate People’s Court” government We Chat public account.First,based on the production environment,it is sorted out from the three aspects of the sender,the audience and the technology.Secondly,from the front-end presentation mode and the back-end management mode,the operation mechanism of “Shanghai No.2Intermediate People’s Court” is summarized.Finally,the operation effect of different development stages is analyzed according to specific cases.The third part,according to the selected 210 samples from 2014 to 2020,conducts textual analysis in stages,and summarizes the communication strategy of the“Shanghai No.2 Intermediate People’s Court” government affairs We Chat public account.This chapter mainly analyzes the content strategy,channel strategy,brand strategy from three aspects.The fourth part,based on content,channel,brand strategy analysis and various records in my participatory observation,puts forward the problems existing in the current stage from three aspects: content production,channel maintenance and brand marketing.The fifth part,according to the existing problems in content production,channel maintenance,and brand marketing,puts forward optimization suggestions,which provide a certain reference for the future dissemination of the “Shanghai No.2Intermediate People’s Court” government affairs We Chat public account.