| WeChat,as the largest social application platform at present,occupies an important position in social media.With the continuous development of new media technology,local government affairs continue to extend to Internet technology,We Chat has become an important way for local governments to convey government affairs.In October 2013,the General Office of the State Council issued the Opinions on Further Strengthening the Public Response of Government Information to Social Concerns and Enhancing the Credibility of the Government,requiring all regions and departments in China to make full use of the functions of new media,especially We Chat,to publish authoritative information,and to improve the efficiency of information dissemination and social governance.However,from the development of recent years,the construction and operation of We Chat gradually exposed many deep-seated problems.Although most government We Chat maintains the operating state,but the content homogenization,the single form of publication and other issues,resulting in a large number of government We Chat fans are small,low influence,not well play the function and role of government We Chat.Therefore,it is necessary to study some government We Chat public numbers and propose improvement measures.This paper uses the "5W" model theory,analyzes and studies the communication situation of "Xiong’an Release" of We Chat,analyzes its communication subject from both authoritative and professional aspects,analyzes its communication content by means of category construction,describes the user portrait of "Xiong’an Release" of Government We Chat through questionnaire,analyzes the communication channel of the We Chat public number by means of the existing media technology,and shows the communication effect of the current "Xiong’an Release" by means of questionnaire.Secondly,for the above analysis,summed up the government We Chat "Xiong’an Release" of the dissemination advantages:source authority,official release;At the same time,it points out that there are still some shortcomings such as the interactive mechanism to be perfected,the promotion force to be strengthened,the content language to be optimized and the form of expression to be enriched.Finally,the corresponding improvement measures are put forward in view of the existing problems: in strengthening the interaction,we should strengthen personalized reply,organize various kinds of activities to enrich the form of interaction,etc.,in the aspect of increasing publicity and promotion efforts,we should increase the capital investment,online activities and offline activities,etc.,in the construction of government content,we should improve language expression,enrich article topics,etc.,in the construction of the safeguard mechanism system,we should establish management operation mechanism and performance evaluation mechanism.Through the comprehensive analysis and research of "Xiong’an Release" of We Chat,this paper summarizes some problems in the process of communication and puts forward the corresponding optimization measures,which is of great practical significance to the construction of media image in Xiong’an New Area,and also has certain reference value for the development of other We Chat public numbers in other government affairs. |
