The Research On The Management Of Military-related We Chat Official Accounts

With the rapid development of networking and information technology,the new media represented by WeChat,Weibo and various clients have become the main positions of public opinion struggle.At present,China is in the middle of a social transformation,and the PLA is experiencing the greatest reform in history.Moreover,international anti-China forces have been making a great clamor,and the online military-related public opinion struggle is becoming increasingly fierce.Due to a wider audience and more profound influence,military-related WeChat Official Accounts have become representative of military-related new media.It is undeniable that military-related WeChat Official Accounts have played a positive role in the construction and development of China's military forces.However,due to lack of guidance,their adverse impacts are becoming increasingly conspicuous,which amount to huge challenges for China's military-related media management.Effectively managing military-related WeChat Official Accounts without hindering their sustainable development is the key to the victory of China's military in military-related public opinion struggle in the new era.The academia distinguishes the management of military-related WeChat Official Accounts in a broad sense and a narrow sense.In the narrow sense,the management of military-related WeChat Official Accounts generally refers to the management of the internal organization,propaganda,technology,finance and human resources of military-related WeChat Official Accounts in order to facilitate their sound development.In the broad sense,in addition to the above-mentioned management,it also involves management policies empowering the government and the military to control military-related WeChat Official Accounts.This paper mainly explores the military's management of military-related WeChat Official Accounts.Firstly,this paper clarifies the connotation,characteristics and development status quo of military-related WeChat Official Accounts,expounds the management system for military-related WeChat Official Accounts and then puts forward the necessity of strengthening the management of military-related WeChat Official Accounts.Secondly,based on the study of existing laws,regulations,and policies inside and outside the military,this paper analyzes the current management practice of military-related WeChat Official Accounts from four levels,including the state,the military,society,and industry organizations.Thirdly,based on selected cases,this paper analyzes the challenges that military-related WeChat Official Accounts pose to Chinese military's current management of new media from three perspectives,including the new mode of communication,a high degree of commercialization,and inadequate self-construction.Finally,based on the above-mentioned problems and management practices,a comprehensive solution is put forward,literally,to accelerate the establishment of a comprehensive management system for military-related new media like military-related WeChat Official Accounts.It is suggested that the military should upgrade the management of military-related WeChat Official Accounts by improving relevant rules and regulations and methods and developing cooperation mechanisms were adhering to macro-thinking,thereby helping the military gain control,in its political work,over the commanding heights of military-related public opinion struggle in the new era.