| In the era of new media,major universities have established a communication matrix with WeChat public accounts as the main body,as an important platform to broaden communication channels and promote the modernization of ideological education for college students.The paper uses the statistical results of Southern Weekend Data Lab and Qingbo Big Data Platform as samples from 2018 to 2019,and uses a combination of quantitative and qualitative research methods on publcation of the official university account and other self-media accounts that serve college students.The paper has made a more comprehensive and in-depth analysis of the essay title,content,editing strategy and communication characteristics,and proposed optimization suggestions on its shortcomings.1.Classification and characteristics of college WeChat public accountsAt present,college WeChat public accounts are divided into university official public accounts,student organization public accounts,and campus-related self-media accounts.The official public account of a university is created by a specific organization of the school,has official attributes,and has a great right to speak in the spread of the university.The student organization public account is spontaneously established and operated by the college student team,which is based on college students,but is independent of the college administrative institution.Campus-related self-media accounts include individual public accounts created by students or college workers independently and the development of commercial social media for the college student market.These college WeChat public accounts have their own characteristics,but also have advantages and disadvantages.2.The title of the college WeChat public account hot articleAt present,the majority of the title words of articles from college Wh Chat public accounts are concentrated between 10-36 words,of which 16-26 words account for a relatively high number.Compared with traditional media,the number of title words is more.The sentence patterns of the title mainly include declarative sentences,exclamatory sentences,interrogative sentences and imperative sentences,among which the declarative sentences have the highest proportion.The titles of the college WeChat public account hot articles often carry a certain emotion and represent the public account’s own position.Among all the hot text samples,the use rate of positive headlines with obvious subjective tendencies is the highest,indicating that the college WeChat public account attaches great importance to spreading positive energy and guiding the ideology of college students.The production of the college WeChat public account title reflects the two principles of value and practicality,urgency and uniqueness of the article.3.The content and presentation of the college WeChat public account hot articleAt present,the information sources of the college WeChat public account mainly include the original public account,authorized reprinting,information integration and unmarked sources.Audiences have different requirements for the degree of originality of different topics.They have higher requirements for the creation of three types of topic articles,such as learning competitions,campus information,and news and current affairs,accounting for up to 70%.In terms of content presentation form,college WeChat hot texts mainly include text+picture,text+picture+video,text+picture+audio,and combined type.Among them,the text language occupies the main position in the hot text,and other expressions such as pictures,videos,and audio are mostly auxiliary expressions of the text language.In terms of discourse,the official college WeChat official account is between the written language and the online language,with written language as the main language and supplemented by the network language,so that the official WeChat official account of the university maintains a serious side and is also of lively style.As an important supplement to the content of college essays,reviews have official attributes.The attitude of the review is highly consistent with the article and the article,which plays a positive role in enhancing the article.Comments can also enable timely exchange of views with students,and strengthen the interaction between the platform and users,and between users.4.The editing strategy of the college WeChat public account hot articleThe college WeChat public account can accurately grasp the needs of users,and it has mastered certain strategies in editing.In the production of the title,one must grasp the key points of the content and control the number of words in the title;second,use special punctuation marks to enrich the sentence type;third,add campus labels to the title to maximize the attraction of the target group.The most important thing is to insist on digging deep in the content value,provide users with high-quality content information,and enable students to gain an in-depth reading experience.In the content editing of the college WeChat public account,the proper use of popular online discourse can shorten the distance to students and reduce the difficulty of information interpretation.The editing of hot text content also needs to start from the perspective of students,grasp the different needs of students in different periods,and provide tailored content for students at different stages at different points in time.At the same time,it is also possible to promote user discussions by setting up topics,encourage users to participate by planning activities,and actively reply and edit editors such as selected user comments to achieve realtime communication between WeChat public accounts and users.Although the paper makes a detailed analysis of the college WeChat essays,there are still many problems due to the limitation of research ability.But we still do hope that this research can arouse more scholars’ attention to this problem,and continue to lead this research to depth and breadth. |
PDF Full Text Request