Research On Content Production And Operation Of New Official Account For Postgraduate Entrance Examination

The rise of the postgraduate entrance examination craze has accelerated the development of the postgraduate entrance examination economy,and the transformation of media technology has further provided technical support for the production and dissemination of online content.In this context,a number of teaching assistant official account have appeared in the Internet space,which provide various services for postgraduate entrance examination.Different official account involve different professional fields.Xinchuan Postgraduate Entrance Examination official account is a subdivision of the official account of the teaching assistant category,which focuses on providing course services and professional guidance for postgraduate candidates in the field of Xinchuan.In recent years,the New Chuan Graduate Examination official account not only has a rapid increase in the number of registrations,but also has a strong influence in the preparation process of new Chuan examinees,which has become an important "weapon" for the success of new Chuan examinees.Some new official account continue to improve their professional level,form an independent brand image,and play a leading and exemplary role in the development of the entire postgraduate entrance examination we media.Based on the relevant theories of psychology and communication,this paper selects the top 10 official account among the postgraduate entrance examination brands with high influence,activity and number of works,statistically analyzes the push samples from January 1,2021 to December 31,2021,and uses the method of equidistant sampling to obtain 550 samples in total.After removing invalid and duplicate samples,the remaining samples are 536.Using the classification criteria of the news framework theory of Zang Guoren,a Taiwan scholar,for reference,this paper analyzes the development process of the official account from the two aspects of content production and operation,sorts out the development process of the official account,interprets the existing problems of the public account,and provides relevant suggestions to provide reference for the development of similar We Chat official account.In terms of specific content production,from the three links of frame selection,construction and presentation,this paper analyzes how the new official account for postgraduate entrance examination sets the title,clarifies the production object,determines the production process,and finally realizes the content presentation;In terms of content operation,this paper analyzes how official account implements content promotion from the perspective of operation characteristics and operation strategies.In view of the current situation of the development of official account,it is proposed that there are problems such as uneven content quality levels and frequent content infringement in content production,as well as "empty" communication channels and single profit model in operation.In view of the problems existing in the official account,the author puts forward suggestions from the aspects of building a perfect protection mechanism,changing the communication concept,and innovating the profit model.It is believed that it can help the content production of the new official account for postgraduate entrance examination to be high-quality,standardize the content operation,maximize the communication effect,and provide useful guidance for the development of the postgraduate entrance examination we media industry.