| Traditional Chinese medicine(TCM)is a traditional treasure of the Chinese nation.Especially during the COVID-19 epidemic,TCM once again showed its irreplaceable advantages.With the rapid development of new media technology,the information dissemination of traditional Chinese medicine(TCM)has built an efficient way of government information dissemination,thus improving the transmission power of TCM government information."Hebei province traditional Chinese medicine" WeChat public,is located in the national traditional Chinese e-government WeChat rankings for the public,in authoritative information spread and carry forward the traditional Chinese medicine of traditional Chinese medicine culture plays a huge role,especially during the outbreak of COVID-19,for the audience in a timely manner to provide national epidemic prevention and control policy and related prevention knowledge,timely and accurately provide the right public opinion direction.By analyzing 847 tweets on the WeChat official account of "Hebei Traditional Chinese Medicine" in 2020,this paper explores the theme function,presentation form and operation mode of the communication content,and evaluates the communication influence of th WeChat B1 official account.The research found that its content is rich in themes,and the content of "TCM knowledge" is prominent.It fits the positioning of the TCM government affairs WeChat official account.The key function of the account is to disseminate authoritative TCM information to the public in a timely manner,and it bears the social responsibility of delivering TCM policies for the industry.The way of content presentation is influenced by the main body image,the page style is simple and generous,and the head picture contains cultural connotation.The combination of text and text is the most common form of presentation,using the video form of real people to explain the knowledge of traditional Chinese medicine and health exercise demonstration;Use numbers and punctuation marks cleverly in the title,highlight the theme and enhance the attractiveness of the title.In terms of operation,the time and frequency of push is stable to enhance user stickiness.Column setting is clear and reasonable,to ensure the quality of tweets and communication requirements;The interactive ritual chain promotes emotional sharing with the audience,and then generates more emotional energy.The "hebei province traditional Chinese medicine" WeChat public,impact assessment,its WeChat transmission index(WCI)is always in the traditional government affairs WeChat among the public,"epidemic" can be seen from the data analysis of tweets on reading quantity,message content,looking at the amount is significantly higher than other types,the highest content of acceptance,visible in the context of COVID-19 outbreak,audience eager to through new media platform to get more information of epidemic prevention,WeChat public information dissemination,also has won the acceptance of audiences.In the process of continuous exploration and development of the TCM government affairs WeChat official account,there is still room for improvement in the content quality,presentation mode and operation mode of the "Hebei TCM WeChat B1 official account."Content is king" is the king of the development of WeChat official account.By digging out the characteristic content and ensuring the accuracy and authority of information,we can improve the high-quality production of content,further build a service platform and improve the service function of the official account.With the improvement of new media technology,information will be presented in a richer form,layout design will be optimized and audience stickiness will be further strengthened.On the basis of ensuring high-quality content production of WeChat official accounts,it is also necessary to improve their operation skills,smooth interactive channels,build multiple communication matrix,Promote the development of TCM in the new media environment. |
