A Study On The Communication Practice Of The Online Mass Route Of Government WeChat

As a magnificent transformation of the mass line in the new era,the online mass line has always been fundamental for the Party to maintain its vitality and vigour.As one of the new media platforms for government affairs,WeChat is not only a simple platform for information dissemination,but also represents the government’s image,mapping out the government’s ability to guide public opinion and public service functions,and is an important bridge for the government to implement the mass line on the Internet.WeChat provides a new channel and a new carrier for the Party in the practice of the mass line on the Internet,promoting the innovation of the Party’s working method of contacting the masses in the new era,while effectively enhancing the immediacy and timeliness of mass work.Based on this,this study is based on the emergence of government service functions in the information network era,and uses content analysis and comparative analysis from the perspective of network communication to explore how the practice of government WeChat carries the mission of the online mass line,with a view to giving the mass line a new value to follow in the new era.The "online mass line",as a kind of mission in retrospect,shows the progression of the Party’s mass work from "retrospective" to "deep ploughing" to "forward-looking".This section begins with a review of the transition from the mass line to the "forward-looking" approach.This section first compares the maturation,continuation and development of the mass line to the online mass line,analyses the conception,development and changes of the Party’s mass line in the process of revolution,construction and reform,and reveals the practical and theoretical value of the Party’s insistence on implementing the mass line in the context of the new era.It also focuses directly on the "weaknesses" and "defects" of the mass line in the Internet ecosystem.Secondly,we discuss the current situation of the communication of governmental WeChat,and elaborate on the significance of governmental WeChat in practicing the mass line.In terms of the practice of the mass line in government WeChat,a sample of Hefei’s district and county government WeChat is used to consolidate data and analyse the frequency of words in terms of the content and effect of communication,as well as the subject and the audience,in order to focus on the general positioning and characteristics of Hefei’s government WeChat,and the actual performance of the interaction between the government and the people.At the same time,it subdivides the variables available for observation of the online mass route,studies the multidimensional presentation of information dissemination by Hefei’s governmental WeChat,analyses its specific performance in the practice of the online mass route,and dissects the practical constraints on the online mass route in the Internet ecological environment.Based on the commonalities and individual differences between the two levels of Hefei’s government WeChat,the main problems and characteristics of government WeChat in highlighting the political significance of practising the online mass line based on the manifestation of media significance are explored through comparative analysis,so as to integrate and analyse four aspects of the current government WeChat in practising the online mass line,namely,conceptual level,operation mode,communication strategy and public demand,based on the analysis of sample content and comparison analysis.In this study,the main problems and characteristics of the process of optimizing the online mass line are analysed in terms of four aspects:conceptual level,operation mode,communication strategy and public demands.