The Wechat Subscription Communication Strategy Research Of Rural Folk Culture

This paper takes the folk culture of Enshi Prefecture of Hubei Province as the research object,discussing the local folklore and The difficulties in the process of folk culture.Through WeChat Official Accounts this new media communication way to provide public research about content production and marketing strategy,in order to providing audiovisual communication design and extended forms reference for Rural folk culture spread in our country.WeChat Official Accounts is targeted audience in the existing micro media,belong “strong connection”media and requiring strong sustainability and high medium for information.WeChat Official Accounts is one of the primary service of WeChat.Almost 80% of users Pay attention to it,and it had become the important media of cultural messages and information publish for we media.Enshi Prefecture of Hubei Province,which full name is Enshi Tujia and Miao Autonomous Prefecture,built in 1983,is the only minority autonomous prefecture in Hubei Province.It has 29 nationalities,including Tujia,Miao,Han,Hui,Mongolian and so on.Enshi Prefecture has the typical ethnic cultural characteristics: it has long history and its culture is often referred to as "BaChu culture";its folk culture is reach in content with various form,reflected in clothing,food and housing,construction,holiday,spirits,and many other aspects.With the further development of globalization and the rapid advance of urbanization,the folk culture is gradually lost.The arrival of the new media age puts forward new requirements to the spread of folk culture.Based on extensive literature review,the local county annals and online resources,this paper expounds the current situation and the problems during the process of folk culture transmission in Enshi Prefecture of Hubei Province all sidedly.The problems include the shortage of the amount WeChat Official Accounts,the Lack of content depth and the backward mode of transmission.In this paper,based on the reality,proposing a folk culture communication strategy of WeChat Official Accounts in Enshi Prefecture of Hubei Province:intensify the spreading of WeChat Official Accounts,mining the historical attribute of folk culture,building interactive mode of “Online communication and Offline adjustment ”,strengthening audio-visual communication effect and using theinternational perspective of experiential to spread folk characteristics.