| In the era of new media,the children of the "internet natives" have become the object of contention of the media,and the media bearing the work of the Young Pioneers of China should also take the initiative to seize the opportunity to open up and build the "Young Pioneers on the Internet",and take the new media as the front,constantly innovate,help the organization complete the strategic transformation of the new media era,and better realize the ideological guidance and education role of children,children’s parents and Young Pioneer counselors.The We Chat position is an important link in the construction of the Young Pioneers’ new media position,which has basically taken shape now,but there is very little relevant research,which is also an important direction and topic for the organization and construction of the Young Pioneers in the future.Therefore,with the help of literature research and content analysis,this paper selects the Provincial Official We Chat Public Account of the Young Pioneers in four provinces with similar total number of primary school students in China as the research object,analyzes and studies the articles pushed by the Young Pioneers public accounts in the four provinces for a total of 7 months from November 1,2020 to June 1,2021,and explores the current situation of construction from the three aspects of release methods,release content,and article interaction results,and explores the practice experience worth learning.Provide a path and strategy for the construction of the Young Pioneers’ We Chat position.The study found that there is still a lot of room for development in the construction of the Young Pioneers’ We Chat position,and the construction of the We Chat platform needs to be more distinctive and planned.The theme of the We Chat public account article is mainly the Young Pioneers activity display,the basic knowledge of the Young Pioneers,news and notifications,and the topic discussion is single;the content expression is mainly based on the combination of traditional pictures and texts,ignoring the new media use characteristics and preferences of the target group;the title of the article directly expressing the theme is high,which lacks attraction in the current environment;the article style is single and boring,and the interesting,moving and practical style of the article performs well in interactive results but accounts for a small proportion,ignoring the construction of the diversified style of the public account The frequency of sending articles is unstable,and the time is relatively scattered;the push type is mainly multiple graphics and texts,and too much information will reduce the reader’s desire to read;the interaction mechanism of the public account is not perfect,and the quality of interaction needs to be strengthened;the publicity work of the public account is not in place,and the target community is not established.Starting from the above problems,specific optimization strategies are proposed from five directions: first,formulate a sustainable development plan for the public account according to the characteristics of the target group;second,stabilize the release period and maintain a reasonable number and frequency of releases;third,fit the characteristics of new media use by children,Young Pioneer counselors and parent groups;fourth,establish and improve the operation mechanism of the professional team of the public account to show the characteristics;fifth,build a comment interaction area with the characteristics of the Young Pioneers,enrich the form,and respond in a timely manner. |
