| With the rapid development of the internet technology,the new media is gradually entering into the public scene and it has also laid a profound impact on our daily lives.At the same time,the popularization of mobile terminals provides ordinary people with unlimited access to various information regardless of time and location.Among all the information sources across China,WeChat is undoubtedly one of the major ones.In 2012,Huazhong University of Science and Technology opened its official WeChat public account,which was followed by a string of other universities then.Eight years witnessed the thriving of public accounts of universities,and there have been countless public accounts that serve different groups of audiences with different functions.As a result,the WeChat public platform has become a key position for universities to conduct image publicity and direct public opinion.This thesis studied the current situation of the WeChat public account of Dalian University of Technology.Through in-depth interviews and content analysis,the thesis author got a clear view of the operation of the public account.By questionnaire surveys,the thesis author acquired multi-dimensional data of the college students,such as their reading habits,interactions and focuses of attention.After a comparison of the differences and commonalities between the disseminators and the receptors,the thesis author drew corresponding conclusions.In addition,a case study of the publicity report of the 70 th anniversary of DLUT was chosen to amplify the study.Several problems of the public account of DLUT were found,such as inappropriate function-setting,sluggish follower growth,low interaction frequency and underdeveloped communication channels.Based on the case analysis,the author put forward several recommendations for improvement,hoped to help with the optimization of the operating of the public account of DLUT and provide a reference for other universities,which is of certain practical research significance. |
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