Head Media Research On WeChat Platform From The Perspective Of Social Responsibility Theory

The head media of wechat platform directly or indirectly influences the audience with its huge traffic,top position,high-quality content,secondary and even multiple dissemination.However,short video platform such as TikTok suddenly coming to force,which divides a large amount of traffic.The supervision system of wechat platform is becoming more and more perfect,and the competition between platform and platform,media and media is becoming more and more fierce.In order to achieve long-term development,the head media of wechat platform should undertake the social responsibility in line with its position when innovating in content form and other businesses.Based on this understanding,this paper attempts to study the three funny head media of "cold rabbit","cold joke" and "cold joke selection" from the perspective of social responsibility theory.More than 2,000 posts published during the period from August 1 to November 12,2019 were selected as research samples.This paper studied three funny head media about the column setting of the public account,the time and frequency of content release,the form of presentation,the amount of reading and"watching",the amount of original content,the interaction of message and advertisements.This paper explores the characteristics of funny head media(leading in physical location,great social influence and multiple ways to monetize),value(commercial value,news value,cultural value,entertainment value)and growth path(long-tail heading,innovation of content form,strengthening media convergence,creating self-supporting platform,and incubating IP matrix).Then,it analyzes the advantages and disadvantages of funny head media in the aspect of social responsibility.And in view of the three defects of vulgar content,homogenization and invasion of audience privacy,the paper proposes a reasonable follow-up optimization strategy for the funny head media.