Government Affairs WeChat Based On Content Analysis Research On The Communication Strategy Of "Changanjian"

As a new traffic hub and center,in order to meet the needs of users to read information,the WeChat public account came into being.The emergence of the platform has enriched the way users obtain information,and is also favored by individuals,governments,enterprises and institutions.In order to strengthen communication and communication with users,more and more government departments have opened government affairs WeChat,publishing instant government information to users,helping users to answer questions,and giving full play to WeChat's media and interactive functions,according to users.Personalized needs push relevant content.The emergence of the government affairs WeChat broke the traditional political propaganda mode.It is no longer simply that you pass me,but the user's subjective initiative and the change of communication mode have greatly promoted the breadth,depth and effect of information dissemination.On September 24,2015,the government affairs WeChat "Changanjian" was launched.The original intention was to promote the spirit of the rule of law and to communicate the two public opinion fields of the government and the people."Changanjian" pinpoints the pain points and focus of the society,and uses the attitude of netizens and the attitude of the rule of law to ignite the public's interest in social issues and current political hotspots.There are many articles that have published more than 100,000 readings in just three years.They have been ranked at the top of the list of political and legal affairs headlines of the Political and Legal Committee,and have gradually become the authoritative source of information in the field of politics and law,playing an important role in guiding judicial public opinion.effect.This article analyzes the content of 131 articles in the WeChat "Changanjian" "100,000+" article(September 24,2015 to September 24,2018).The title number,title sentence,title color,article genre The article selection,the timing of the publication,the source of the article,the format of the article editing,the type of the article image,and the number of likes are analyzed empirically.The results show that the content of the article "Changanjian" of the government affairs WeChat has the following characteristics: the title of the article is set up to stimulate the user's interest;the genre of the article is enriched to meet the needs of users;the graphic and text are mainly used to optimize the user experience.The communication strategy of the government affairs WeChat "Changanjian" has the following characteristics: actively setting up issues and shouldering social responsibilities;the article has multiple sources and comprehensive coverage;optimizes the communication path and creates new media for government affairs;user participation is high and interaction needs to be strengthened.Therefore,based on the thinking and reference of the "Changanjian" communication strategy,the government affairs WeChat should achieve a good communication effect,optimize the editing team in the communication strategy,enhance the media literacy;create original articles,enrich the content form;Guide the network public opinion;pay attention to the breadth of the topic selection,meet the needs of the audience;pay attention to information feedback,and strengthen the interaction between the government and the people.