A Research On The Content Production Of The Yunnan Province Museum Wechat Account

In the new media era,the entire information dissemination ecosystem has undergone dramatic changes.Various types of communication entities have left their traditional public media in public places,and have embarked on a new journey of transformation.And accurate push of new media to achieve high-quality information production and efficient information dissemination.WeChat is China's largest social media.At present,WeChat has evolved from a simple instant messaging tool to a new media communication tool that integrates a circle of friends,applets,and public platforms.As a new media form,the WeChat public platform officially released by Tencent in 2012 overturned the traditional media content production model.The content production of WeChat public account is no longer limited to simple symbol transmission.Instead,instant messaging,social entertainment,and Living services are integrated into content production,making the content disseminated on the WeChat public account platform diversified,professional,vertical and niche.The WeChat public account has become an important platform for the current content production of enterprises,individuals and organizations and an effective tool for deepening mobile communication.Nowadays,the "museum fever" is heating up again.Against the background of the booming Chinese museum business and the Internet industry,the era of the "Internet + Museum" smart museum has emerged as the times require.As a public institution,museums actively embrace new media.The WeChat public account has The advantages of huge user base,low threshold operation,and powerful platform functions can quickly increase the attention of the museum and reduce the operating costs for the museum.Domestic museums have shifted the target position of information production and dissemination to WeChat,using WeChat The public platform realizes the mission and functions of social and cultural communication and public education services.At present,the consensus of the museum academic community believes that the foundation of a museum lies in "things" and the key liesin "people".On the one hand,the social mission of the museum lies in the dissemination of "things".The resources of internal "things" enhance the ability to produce high-quality public account content,and continue to move towards content diversification and specialization;on the other hand,the social value of museums lies in the connection of "people",and the WeChat public account also serves as The service platform for museum tour guides and social education should uphold the audience-oriented and people-oriented thinking,strengthen the service function of public accounts,and continuously meet the audience's deeper cultural demands.Yunnan Provincial Museum,the largest comprehensive museum and cultural relics collection unit in Yunnan Province,has also joined the camp of using WeChat,a new social media.Opening a public account is only the first step,and more importantly,how to achieve the following in the content production process: "Things" as the content and "people" as the object,build a content service platform,produce better quality content to attract more audiences,build your own discourse position,do a good job of the information dissemination of the Yunnan Provincial Museum,and carry forward the excellent traditional culture It is a subject that needs to be researched and improved to make its cultural communication cause a qualitative leap with the help of WeChat public account.This article takes the “Yunnan Provincial Museum” WeChat public account as the research object,and comprehensively sorts out and analyzes its content production.The research purpose is to summarize the characteristics and existing problems of the content production of the public account.Finally,it proposes targeted suggestions to Help its long-term development.The structure of this article is to first fully grasp the basic situation of the WeChat public account of the “Municipal Museum of Yunnan”,to sort out the general construction of the public account,the content production positioning,the content production organization method,and the system composition of the public account.Content production research category,forming a set of content framework suitable for the analysis of content production in this research,from the content production efficiency,content production method,content production quality threeaspects,the "Yunnan Provincial Museum" within one year of promotion The article analyzes the content of the research sample,and concludes that its content production has a regularity of push,Baozheng original tweets,well-organized articles,young and lively style,content closely related to the theme,rich type settings,multiple presentation methods,and three-dimensional communication methods.Features: In addition to researching the content production itself,this article also outlines the number and portraits of existing users of the public account based on its WeChat public account back-end data,and uses the authoritative standard evaluated by WeChat public account.Analyze the spread of content,and strive to use data analysis Dedicated to content production;then analyze and summarize the above content,and combine the content of in-depth interviews with the staff of the Yunnan Museum,especially the public account operation team,to propose the shortcomings of the content production of the "Yunnan Museum" public account,including the content The attractiveness of production is low,the operation thinking is lacking,and the operation team's blood production capacity is insufficient.Finally,corresponding strategies are proposed,and suggestions are made to improve the content quality of the article,optimize operation skills,and improve personnel training.The conclusions obtained in this article are helpful for the future “Yunnan Provincial Museum”public account to improve the quality of content production.On the basis of improving the content production,further optimize the public account operation skills and enhance its dissemination effect.For the content production and construction of other museum public accounts Development also has some reference significance.