Studies On WeChat Official Accounts' Ideological And Political Education Over Colleges And Universities In China

The college WeChat official account is a window of propaganda for colleges and universities,and it is also one of the innovation platfroms for network ideological and political education.The official WeChat account of colleges and universities that is under the responsibility of Publicity Department or the President's Office is an authoritative new media platform for the school.It carries out press releases,cultural communication,life services,and ideological and political education functions.At the National Conference on Ideological and Political Work in Colleges and Universities,President Xi Jinping,also general secretary of the Communist Party of China Central Committee?proposed to "'according to events,advancing with the times,and making new achievements based on the situation." "We must use new media and new technologies to make work alive and promote the traditional advantages of ideological and political work highly combine with information technology,enhancing the sense of the times and attractiveness." Therefore,Utilizing this platform's advantages is of great significance in enhancing the effectiveness of ideological and political education and realizing the entire process and omni-directional education.This article mainly uses the methods of literature research,text analysis,interdisciplinary research,observation and investigation.The first part introduces the concept,characteristics,and development status of the official WeChat of colleges and universities.lt also provides a theoretical and practical basis for the University Wechat official account.as well as the available advantages and the opportunities that they face,starts with the feasibility analysis of the Wechat official account of colleges and universities in carrying out ideological and political education.In the second part,through the analysis of the work carried out in various colleges and universities,the effectiveness of the official WeChat ideological and political education in various universities was summarized:The importance of ideological and political education was reflected and the construction of the platform was impressive.Throughout the year of 2017,the overall click-through rate and praise rate of the top 100 WeChat official account of universities across the country have steadily increased,revealing the attractiveness of the platform,meanwhile,it also faces the problem that the values of the educated are deviated,the attention of educators is distracted,and the development of network ideological and political education resources is insufficient.The third part takes the official WeChat account of Xihua University as an example,focusing on 'High?medium and low' Framing Analysis and summarizing the specific ideological and political education initiatives:show the university brand image,cultivate talents with comprehensive quality,planned advanced and high-quality content,and become a typical new media platform for colleges and universities in Sichuan.According to the analysis,the official WeChat account of Xihua University has achieved good results in strengthening positive dissemination,guiding public opinions,and eliciting emotional recognition from users.It also needs to further strengthen platform awareness and guidance awareness,tap active users in the commentary area,and standardize the text of writing.The fourth part puts forward the strategy of using the university's official WeChat platform to further raise ideological and political education level.We believe that we must proceed from four perspectives:clarify the awareness of goals;establish a systematic and complete evaluation system;grasp the rules of content operations;create content that is full of the sense of the times;explore "micro" teaching and "micro" scientific research on this platform;combine the users' ritual sense of participation and preservation of collective memory.