A Study On Official WeChat Public Platform Of Universities Text Features From The Perspective Of Register Theory

As an emerging social tool,WeChat plays an increasingly important role and has a deep impact on society and people's lives.WeChat public platform is a product of the growth and development of WeChat.Due to the advantages of diverse information,convenience and intuition,it has become an important channel for individuals,organizations,companies to spread information and build their images.All universities open their own official WeChat public platform to spread information,promote images,and increase credibility.The features of texts have aroused great attention in academic research.This thesis takes three official WeChat public platform of universities of Hunan Province texts features as the research object,collects a large number of corpus from March to July in 2018,which are respectively 136,125,and 137 texts from Central South University,Hunan University,and Hunan University of Technology by adopting quantitative analysis and qualitative,questionnaire research methods.The author first analyzes,studies and classifies the features of texts.It is mainly divided into four levels: lexical level,sentence level,discourse level and special effect level.Then on this basis,from the perspective of register theory,this thesis analyzes the reasons why the official WeChat public platforms of universities texts have these features.Through the research,several major findings are obtained as follows: in terms of lexicon,there is use of buzzwords(the highest up to 8 in a text)such as Buddha-like,pick,support,frequent use of modal particle such as hey,oh,ah and so on(average 2 per text),frequent using the second person in singular.(“you singular” accounts for 92% of the second person).For sentence level,use of code–mixing,rewriting or imitating sentence,adding special appellation.In terms of discourse level,literariness,use the coexistence of written forms and spoken forms,strong interactions,diverse symbols such as pictures,emoticons,voices,short videos,external links,font sizes and colors.For special effect level,official WeChat public platform of universities texts are often accompanied by special and unexpected effects of humor,and novelty.This thesis analyzes the reasons of texts features of official WeChat public platforms of universities texts from register theory.It is found that in field,because official WeChat public platform of universities is affected by the specific environment in which the language takes place and topics.So they determine the use of buzzwords,code-mixing,rewriting or imitating sentence,literariness.For tenor,the special receivers and social distance of official WeChat public platform of universities texts determine the frequent using the second person in singular,frequent use of modal particle,special appellation,and strong interactions.As for mode,official WeChat public platform of universities depend on the screen-reading era and new media era,which results in the coexistence of written forms and spoken forms,diverse symbols.Finally,for special effect level,this thesis uses register deviation from three aspects,register borrowing,register mixing and register switching makes the official WeChat public platform of universities texts are often accompanied by special and unexpected effects of humor,and novelty.This study shows that register theory can be well applied to official WeChat public platform of universities texts to edit more ideal texts,which can not only meet the needs of information transmission,self-images and authority enhancement,but also enable receivers to better understand and accept,achieve the minimum social distance between the speakers and the receivers,as well as form an atmosphere of equality and harmony.