Research On Content Production And Dissemination Of WeChat Official Accounts Based On Middle School Chemistry Teaching

Since its launch,the We Chat official accounts has the advantages of diversified dissemination of content,convenient push reading,wide applicability,catering to fragmented reading etc,which has become popular all over the Internet in a very short time.Individuals,enterprises and organizations can use text,pictures,video,audio to communicate with the target audience.Through personalized services such as processing and mining of data and information,article pushing,brand communication,materials reading,the We Chat official accounts has improved its viral marketing ability.Under the national policy of "deep integration of modern information technology and education",the integration of We Chat official accounts and education has also shown its vigorous vitality.Teachers can master new teaching concepts and obtain rich teaching resources through We Chat official accounts.This can not only give them a deeper understanding of their expertise and promote their professional growth,but also enhance their sense of identity and self-efficacy.Due to the rapid development,We Chat has a great number of accounts where fierce competition is aroused and information is mixed.What does the We Chat official accounts based on middle school chemistry teaching provide to the audience? How is the content produced? What factors will influence the spread of these accounts? How is the profit of these accounts? How to maintain the long-term attractiveness of such We Chat official accounts? Focusing on the above issues,this article has mainly used network ethnography to carry out the study.By following a number of We Chat official account based on middle school chemistry teaching as registered individuals,and joining the fan groups,these We Chat official accounts have been secretly observed.By using Excel,the text content,push time and frequency,tweet sources,characteristics of titles and number of fans of 5 influential official accounts from June 1,2022 to August 31,2022 were statistically analyzed.Through in-depth interviews,the understanding of the content production and dissemination of the official accounts by 12 operators was known,the content production and dissemination mode of We Chat official accounts based on middle school chemistry teaching was objectively described.Statistical analysis found that most We Chat official accounts based on middle school chemistry teaching update 1 to 5 tweets every day,and the update time may be regular or at will.The content pushed is mainly in the sharing of chemistry teaching resources,the popularization of chemistry science,the teaching research and reform of chemistry,teaching perception,etc.The title is generally highly consistent with the content of article.The typesetting of the tweets is related to the operator’s personal style,and most of the tweets have graphics,audio and video.The tweeting styles between different official accounts are generally similar with some differences.Interview analysis found that most accounts operators believe that the content is the most important thing in the operation of accounts.Content that meets the needs and interests of audiences is the biggest influencing factor to attract their attention.Tweets that are in line with daily life,pushed at appropriate time,with pictures and text to relieve reading fatigue,also have a certain influence on the number of followers.In addition,the original content is generally recognized by the public.However,frequent infringement and difficulties in defending rights have also frustrated the original enthusiasm of operators.Some operators regard the official accounts as a platform to show their interests and hobbies,while some aims at changing the students’ negative impressions of chemistry based on their sense of professional responsibility.Therefore,they do not pay too much attention to the growth of the number of fans,but pay more attention to their original intention of operating the official accounts,that is,the acquisition of their own sense of value.This is also the driving force for operators to keep updating tweets.The profit model promotes the development of We Chat official accounts to a certain extent.On the one hand,the profit of the official account comes from advertisements placed by We Chat official accounts or advertisers,and on the other hand,it comes from rewards of fans.Some operators also benefit from selling teaching resources.Different people have different perspectives on the influence of the profit of official accounts.