Research On Innovation And Communication Of We-Chat Official Account Of Local Government Affairs

The development of new media has brought a lot of changes,on the one hand,the fast mobile network makes people's life more convenient,on the other hand,people gradually rely on the mobile network,and the way of receiving audience information has changed dramatically.Under the background of digital network,the government is also actively exploring a good channel for communication with the audience.In order to adapt to the increasing mobility and fragmented way of receiving information,e-government emerges as the times require.E-government has become the accelerator of building "service-oriented" government affairs.China's e-government mainly includes "two micro-end and one net",namely Weibo,We-Chat,client,website.As the official account of government affairs in two microcomputers,the appearance and development of the We-Chat account is slower than that of other e-government,which is related to the time when the new media carrier appears.Although the rise of government We-Chat is late,but it is full of momentum,generally better than the other three dissemination effect.Government WeChat closeness,precision,localization of communication corresponds to equality,openness,transparency of the interaction between the government and the people.As early as 2013,it was pointed out that government departments should actively use new media,open government Weibo,government We-Chat,etc.to convey authoritative messages.Various localities and departments at all levels responded to the call to open their own local or departmental "separate" government We-Chat official accounts.However,due to lack of experience and lack of technology and other hard soft conditions,the We-Chat official account of local governmentaffairs often becomes a fixture to complete the task,unable to play the functions that e-government should have,and even has a lot of "zombie numbers" that do not tweets.How to operate and develop the We-Chat official account of local government affairs is a question worth pondering.However,Longnan,which is located in the poverty-stricken areas of northwest China,can be named as the We-Chat official account of "Longnan release",which can be used for reference to the development of We-Chat official account of local government affairs.This paper adopts the methods of literature carding,case analysis and questionnaire survey to study the innovative communication of "Longnan issue",such as the mode of operation,the content release and so on,and carries on the questionnaire survey to the audience of "Longnan issue".In order to provide some experience for the development of We-Chat official account of local government affairs,this paper explores its usability evaluation and audience's emotional cognition acceptance,and further excavates the extensibility points of Longnan issue and its existence and improvement points,so as to provide some experience for the development of We-Chat official account of local government affairs.And reference.