A Study On The Communication Capability Of Official Government Wechat Account Of Haigang District,Qinhuangdao

With the tremendous development of mobile Internet,new media have gradually penetrated into all aspects of social development,bringing changes to the social information dissemination which was used to be dominated by traditional media,and was went through by government.In this way,government communication is facing unprecedented challenges and opportunities.Under such circumstance,in the year of 2012,government WeChat accounts emerged and governments at all levels have set up government WeChat public accounts,which play important roles in disseminating information,guiding public opinion,providing public service and interacting with the people.Government WeChat accounts have become the new approaches,new platforms and new channels in government communications.Conducting research on government WeChat accounts will help governments adapt to the rapid developments in new Internet era,strengthening their capability of controlling and operating new media,improving the effectiveness of government communication,enhancing social governance,and promoting the construction of service-oriented government.Based on the literature review of government communication and government WeChat accounts,this paper conducted analyses on the current situation of government communication,the characteristics of government WeChat accounts,and the readers' needs.Taking “HAIGANGQU DAILY”,the official government WeChat account of Haigang District,Qinhuangdao city for an example,together with first-hand working experience,and data,texts,and cases,this paper explored the communication capability of “HAIGANGQU DAILY”.Based on the comparative analysis with the government WeChat account of “HEJIAN WEEKLY”,this paper further identified the weaknesses,pitfalls and their underlying causes of “HAIGANGQU DAILY”.Taking all the above-mentioned into accounts,this paper proposed how to increase the communication power of government WeChat accounts in the perspectives of personnel,information content,structure and service.In conclusion,this paper utilized literature review,content analysis and comparative analysis to investigate the problems of government WeChat accounts,and further probed into the ways of improving their communication power,which would contribute on promoting the effectiveness of government communication and enhancing governmental public images to some extent.