A Study On The Dialogic Communication Of The Official We Chat Public Platforms Of Universities From The Perspective Of Public Relations

Since its introduction,the WeChat public platform has been used as a new channel to communicate with publics by a large number of celebrities, media, enterprises and government agencies.Because of these advantages the WeChat public platform owns:low cost,high interactivity and accurate communication,many universities in China also registered official WeChat accounts to communicate with its publics.But the registration of account only provides the technical conditions and dialogue space,making full use of the dialogic potential of the platform to establish the relationships between the University and the publics really accounts. This thesis views from the public relations’ perspective,based on the analysis framework of "dialogic communication principles" by Kent&Taylor(1998),to investigate the application of thedialogic communication principles and actual dialogic feedbacksof the "985" project universities’ official WeChat public platforms. After in-depth interviews with three operators who organizes the university WeChat public platform,authorattempts to give some advice to realize the full dialogic potential of the platform in the end.Findings show that, the WeChat public platforms have a lot of advantages in promoting users to participate in the production of public content,promoting user feedback and realizing the level of two-way communication with users.Still,there isa lot of room for improvement in the application of the dialogic principles and actual dialogic feedbacks of the WeChat public platforms.The WeChat public platforms of universities have not yet fully play the potential of dialogue.In the aspect of dialogic principles application, the principle "generation of visitors" has the most outstanding performance, "ease of interface" and "encouragement of participation" follows, "conservation of visitors" comes the last.In the aspect of actual dialogic feedback,responding to the message and comments initiated by users performs poorly.To solve theproblems above,three suggestions are put forward: firstly, thetechnology and detailsof platformdesigning should be paid attention to; secondly,the real two-way interaction between organization and userson the platform should be paid attention to;thirdly,users’ needs should be paid attention to. Among these suggestions,user-need is the foundation,technology is the guarantee,and the real two-way interaction is the practical action of dialogic communication.