The Shaping And Dissemination Of The Official WeChat To The University Image

In order to explore what content,which symbolic form the University WeChat passes through to shape and disseminate the university image,and what kind of university image it has shaped and disseminated,what kind of communication effect has been achieved.,this paper uses textual research methods,case study methods,and data statistics methods,and takes the official WeChat of Lanzhou University(LZU)as the research object.First of all,the articles that spread the university image in a whole semester is chosen,namely choosing 141 articles as the research sample,And based on the five major constituents of the university image,the paper explores how these articles shape the image of LZU,also named Space-time positioning,and probes the effect of communication according to certain data.Then,taking 32 articles with good effect in the official WeChat of LZU as the research sample,the author explores how these articles spread LZU's image by four symbol forms,in other words,symbolic symbol of these articles.In the end,24 articles about the enrollment propaganda pushed by the official WeChat of LZU were analyzed,to explore how the WeChat has shaped the image of LZU and disseminated it to candidates and parents.Taking the official WeChat of LZU as a case,the article can discuss the process and method for the official WeChat to shape and disseminate the image of LZU in more detail and comprehensive manner.It has a certain theoretical value.The article also summarizes the experience of the official WeChat of LZU in disseminating the image of LZU,hoping to provide reference for other universities in disseminating their images.The results shows that the official WeChat of LZU will shape the image of LZU in accordance with the characteristics and needs of different images.And it is found that the articles about comprehensive strength and teacher strength have the best transmission,but the number of them are the least,so in the future article push,the WeChat needs to enhance the proportions of these two content.In addition,the four forms of symbols use different techniques to spread the image of LZU.For example,when using word symbol form,the article will use different title type,different title punctuation,and different article topic type.The results of these studies are reflected in the articles of enrollment propaganda.Also,in addition to the basic enrollment information,the articles should also do more in disseminate skills and spread emotions,which will be more conducive to the dissemination of the image of LZU.