| In the era of media convergence,more and more attention has been paid to the communicative nature of writing.The new media has shaken and differentiated the literary discourse power of traditional media,and promoted the transformation of traditional media from editor-centered to reader-centered mode.This paper will systematically study the communication transformation of pure literary journal through the new media channel of We Chat official account,which is divided into three parts:The first part analyzes the responses to readers’ demand in the communicative transformation of pure literature journal from the perspective of "understanding readers".Based on the understanding of readers’ needs,editors adopt ideas of broadening the contents of journal,deepening the contents of new journal and exploring new contents in the content production,as well as the the strategies of selecting cutting-edge,professional,and time-efficent topic,so as to meet the readers’ literary aesthetic needs and the needs of communication and interaction.The second part discusses the persistence in education ideal shown in the communication transformation of pure literature journal from the perspective of "leading readers".Editors adopt the educational ideas in operational innovation and brand building,cultivate readers’ habits of deep reading with the attachment to public reading and professional academic study,promote the continuous communication among readers,editors and authors in brand literature activities,and then revise and reshape readers’ understanding of humanistic education.The third part analyzes the form innovation in the communication transformation of pure literature journal from the perspective of "adapting to readers".Editors bring forth new ideas in form by infusing features of print publication and popular elements into it and in mutual communication by extending the comment section,We Chat reader group and welfare activities,so as to stimulate communication desire,implement communication details,strengthen communication feedback,and promote effective listening and expression among readers,editors and authors.In the process of communication transformation,We Chat official account of pure literature journal tries to understand readers in need,lead readers in content,adapt to readers in form,seek common grounds between readers,editor and authors,and make the three out of authoritative and public voice through dynamic communication,so as to achieve effective and efficient communication. |
