Research On The Factors Influencing The Readability Of Micro-financial Reports In The New Media Era

With the rapid development of China’s economy,the influence of financial reports has gradually expanded,and gradually become the main content of China’s news media.With the help of new media technology,microfinance reports have emerged.However,due to the strong professionalism and data accumulation of the traditional financial news reports,the readability is relatively low,which forms a sharp opposition with the readers’ reading preferences.The lack of readability has a great negative impact on the traditional financial reports.Exploring the readability of micro financial reports under the new media environment is the premise to innovate financial reports and improve the quality of financial information communication.This article takes CCTV financial microblog as the research object,analyzes the content of micro finance reports and the audience acceptance psychology,and establishes a research system on the readability of micro finance news reports.Section I describes the research background,relevant literature and research significance;Section II discusses the news readability and components,explains the concept,universal components and special components of financial report readability,studies the readability factors of microfinancial reports in the new media environment,and discusses the advantages of using new media technology and enhancing timeliness and diversity.The study has found that the readability of micro-finance reports in the new media era is affected by many factors.In terms of its content,international themes,event themes and interesting themes can improve the readability of micro-finance reports.Financial theme,people’s livelihood theme and activity theme have a negative impact on the readability of micro-financial reports.In addition,the content of pan-finance has the characteristics of psychological closeness,regional closeness and topic nature,which is easier to trigger the interaction of the audience and is more readable.In sharp contrast,coverage on professional,serious,niche topics are less readable.In terms of expression,video is better than photo in encouraging audience participation,while adding hot topics on Weibo can significantly improve readability.The video content source is very rich,and contains a lot of information.By contrast,many of the pictures are not practical,and they have few data charts to read.The development of new media technology has brought new opportunities to financial news reporting.Financial news reports should adapt to the general trend of the integrated media development,make full use of the advantages of new media technology,effectively integrate various information resources,and realize the integration and innovation of news communication to a certain extent.As a new style of financial reporting,micro financial reports should use new media comments,likes and sharing functions to interact with information users to enhance various media linkage communication,innovate reporting forms,change from one-way publicity mode to two-way dialogue mode,improve reporting time,with high quality financial information,produce pan-financial information in plain language and colorful expression,enhance the appeal of reporting content and enhance the vitality of micro financial news reports.