Research On The Dissemination Content Of The Mainstream Media's Second Class WeChat Public Number "Xiake Island"

With the development of Internet technology,the original boundaries of the media are constantly disappearing,and the media landscape has undergone earth-shaking changes.Traditional media faces this challenge,vying to transform,shifting to mobility,and establishing their microblog,Wechat ID and client-side.However,it is far from change the form of new media,and its development path is still difficult.In order to better complete the digital transformation,the mainstream media began an innovative attempt:establish a subordinate second class WeChat public number.After a period of inspection,some of the mainstream media's second-level WeChat public account performed well in terms of the number of fans and influence.The reason is the second-level WeChat public account has both the authoritative background and personalized expression of the mainstream media,and also masters the user's thinking and the operating rules under the new media environment,which is widely loved by users.This paper mainly analyzes the characteristics of its dissemination content by taking "Xiake Island" under the "People's Daily Overseas Edition" as an example.Since 2014,“Xiake Island” as the secondary WeChat public account of the People's Daily Overseas,has developed as a leader in the mainstream media-based WeChat public account in just five years.First of all,this thesis uses content analysis and text analysis to explore its editing content,text presentation,communication strategy and operation according to the article by "Xiake Island" from January 1,2018 to December 31,2018,exploring its features in editing content,text rendering,communication strategies and operational characteristics.In addition,"Xiake Island" also faces many difficulties,such as the role of rigid communication is prominent,homogenization competitors increase,articles are plagiarized,etc.And put forward corresponding solutions,such as public opinion to guide rigid and flexible,focus on protecting intellectual property rights,improve the accuracy of the article and release speed.Finally,based on the experience of “Xiake Island”,this paper is based on the background of the mainstream media WeChat public number,and propose somefeasible optimization strategies for other mainstream media-time secondary WeChat public accounts.