A Study Of The "Double Eleven" Report On The Wechat Public Website Of The Economic Observer

In recent years,online shopping carnivals hosted by major shopping platforms have inevitably entered the mainstream financial media’s coverage horizon.The "Double Eleven Shopping Carnival"(hereinafter referred to as "Double Eleven")is the largest and most representative online shopping festival with the largest number of participants among online platform activities.Since 2009,mainstream financial media has become increasingly important in guiding the "Double Eleven" campaign,and the public’s attitude towards the "Double Eleven" campaign has subtly changed.Given that the financial media are in a period of transition to new media,this paper takes the We Chat public website of the Economic Observer as a research platform to study the mainstream financial media’s coverage of the "Double Eleven" from the perspective of journalism and communication.At present,research on "Double Eleven" is mainly focused on economics and news communication,while research on the coverage of "Double Eleven" is mainly based on the comparison between Chinese and foreign media.Based on Lasswell’s "5Ws" communication theory,this paper examines this hot topic in finance and economics,using the We Chat public website of the Economic Observer as the research platform.The study was conducted on the content,audience engagement and communication effects of the 118 reports published by the Economic Observer.In addition,a comparative study was conducted on the "Double Eleven" reports in the We Chat public websites of Economic Observer,China Business News and 21 st Century Business Herald to analyse the coverage and attention of mainstream financial media on the "Double Eleven" financial hot topic.The study shows that Economic ObserverAccording to the study,the following features were found in the "Double Eleven" coverage on the We Chat public website of The Economic Observer: the choice of coverage was biased towards industry and enterprise news;the presentation format followed the traditional combination of graphics and text;the length of the coverage was mainly medium-length news;the genre of the coverage was mostly newsletters;the publication time was concentrated in mid-to early November;and the reporting style was based on Wall Street.The format is a combination of traditional graphics and text;the length of the stories is mainly medium-length;the genre of the stories is mostly newsletters;they are published in the middle to early November;the reporting style is mainly Wall Street Journal style;and the structure is mostly subheads.In terms of audience engagement,it was limited by a combination of lack of internal interaction and the strong propaganda of the external media,which meant that audience engagement was not very good.In terms of communication effectiveness,the campaign aims to provide audiences with positive and effective information about Double 11,to promote a healthy and good consumer atmosphere,and to induce a change in audiences from awareness to attitude to action.In a comparative analysis of mainstream financial media’s "Double 11" coverage,it was found that mainstream financial media’s "Double 11" coverage generally had the problems of single coverage format,low interactive efficiency and limited communication effect.The above findings are of great significance to the study of mainstream financial media’s coverage of "Double Eleven",providing feasible suggestions for mainstream financial media to further improve their coverage of financial hot topics and providing reference for further research on financial hot topics.