Application Research Of Creative Communication Theory Ingovernment WeChat

With the popularity of mobile phones,tablets and other mobile terminals,the Internet + era has ushered in new opportunities.We have witnessed the WeChat from scratch to the occupation market and felt the rapid development of Internet administration.From the "Guiding Opinions on Accelerating the Work of " Internet + Government Services " in 2016",Internet government began to exert its efforts to release the "Opinions on Promoting the Healthy and Orderly Development of New Media in Government Affairs" by the end of 2018,and proposed the establishment of a new media government matrix.To raise the Internet government communication to the level of national goals,the "Government Work Report" proposes to create a "government at the fingertips" to improve the government's awareness of convenience services through government Internet.Among them,the dissemination of government information and the provision of government services are important contents of the government's Internetization.How to publicize government affairs in the Internet era in a way that people like to see and hear? Better provide government services? The answer given in this study is achieved through creative communication.The study selects the WeChat platform,takes the "www.GOV.cn" as the research object,analyzes the communication of government affairs information,the content from the push content,and follows the theoretical framework of creative communication from the government digital living space,government affairs,the service and government life are analyzed in three aspects.Specifically,the government digital living space is a description of the public environment,including the external environment of the government matrix and the UI design internal environment;the government service provider is the main content of data analysis,including the push category,release form,information release Source,title and other parts,the purpose is to think from the perspective of the public operator to how to add content to the content through creative communication;government life mainly describes the activities of living people in the digital living space,especially the process of participation in interaction.The next step is to analyze the meme of the government WeChat,which is the core of government communication,starting from the two perspectives of characteristics and classification.Using the data in the research results to find out the specific expressions of communication elements in government communication,and from the application level,the relevant strategies of government communication in WeChat platform are given,and the application itself is returned..