Research On Innovation And Communication Of Ideological And Political Education In University’s WeChat Official Account

With the development of new media technology,university WeChat official account has become an important carrier and an important part of college students’ ideological and political education because of its functional attribute of ideological and political education communication.This paper uses the methods of literature research,data analysis,case analysis and so on to study the overall situation of ideological and political education communication in China’s colleges and universities’ WeChat official account.Through reviewing the literature,it is found that the current research on the dissemination of ideological and political education through new media mainly focuses on functional research,content research,form research,and effect research.However,in the context of the new era,how to innovate the dissemination of ideological and political education in universities needs further in-depth consideration.This paper takes the WeChat official account of the Youth League Committee of Hainan University as a case,and conducts a comprehensive research and analysis from the perspective of content,form,users,theme selection,etc.involved in the platform operation through the observation and analysis of background data.Based on the characteristics reflected in the data,the main characteristics of innovation communication are analyzed in detail,and it is found that there are some highlights in the institutional constraints and operational mechanisms of "Haida Youth Club",including highlighting the nature of official media publicity and education,highlighting the local characteristics of the school,and the use of communication forms.At the same time,it also studied its shortcomings,mainly focusing on the lack of normalized management of institutional mechanisms,the insufficient integration of current political hot spots and ideological and political education,the lack of rich forms of communication that still need to be improved,and the lack of strong user interaction experience.On this basis,this article puts forward targeted countermeasures and suggestions,including establishing a normalized management mechanism,focusing on the integration and development of hot spots,making good use of new communication methods,and planning content improvement and interaction.