| At present,with the rapid development of information technology,mobile phones have become an essential information communication tool for people.In this context,various applications have been launched continuously,quietly changing people’s way of life.Wechat was also launched in this context,facilitating communication between people.Relying on wechat,wechat public account platform was launched.As a new media operation mode,wechat broke into the public’s vision,providing the public with information,entertainment,food and other services."Project 985" universities,as China’s top universities,also actively use wechat public accounts to build their own cultural brand,to provide services for students and other users,while improving their own influence.The process of brand image construction and communication also represents the soft power of China’s higher education.Therefore,this paper mainly studies the image communication of "Project 985" university wechat public account in the Internet society,analyzes the content pushed by its public account,and explores the content model of the public account that can actively maintain the network image of "Project 985" university,spread the idea of running a university,and establish the image brand of a university.With the help of CIS theory,this paper divides the university image displayed by the "985 Project" university wechat public account into three levels: visual image,behavior image and idea image.Including visual image refers to a static identification symbols embodied in colleges and universities,the spread of the visual image of colleges and universities,it is the main constituent elements of the names of the colleges and universities,such as symbolic pattern from the vision to the audience’s first impression of the symbols,the author mainly to collect and analysis the 39 "985project" universities We Chat home page shows the number of public types,head and the number of samples;Behavioral image refers to the image of colleges and universities spread by their dynamic behaviors.In this paper,behavioral image mainly refers to the image of colleges and universities shaped by the information released by colleges and universities.The author takes the "Top 10 Official micro-influential Universities in China"published by China Youth Daily in June 2021 as the sample and uses Python intelligent software to From July 2020 to June 2021,3,528 tweets pushed by the official accounts of 9"Project 985"universities were captured.Through text cleaning and screening,80 tweets with more than 100,000 views and more than1,000 likes were selected as research samples.At the same time,with the help of the basic theory of semiotics,the collected content is summarized and analyzed,including the characteristics of the public account push form,push title,push type and so on.The idea image refers to the university image constituted by the guiding ideology of university running and the value system of the university.The author analyzes the university image shaped by the symbolic meaning of the metaphorical meaning of the"985 Project"university public account push content by means of semiotic theory.The author analyzes the composition of the main page of the public account and the content it pushes.The analysis results are mainly as follows :(1)in terms of visual image,"985 project" university wechat public accounts provide diversified services in the form of subscription accounts.In terms of the style of wechat public accounts,there are three types: pure letters,letters + symbols and signs;In the use of the head picture of the wechat official account,the school emblem is mainly used,and a small number of campus buildings and cartoon patterns are used,accounting for a very small proportion.The head picture and number style of the wechat official account will leave the first impression on the audience.Image,(2)the behavior of "985project" universities We Chat public,tweets by the news,notice,knowledge and entertainment tweets is given priority to,the main features are: on the same subject propagation differentiation is obvious,We Chat content illustrated,type is rich,close to the campus life,show the features of campus culture,creating a column,show diverse functions;"985 Project" university wechat public account in the language style: the use of users’ favorite network language,close to the study and life of college students,at the same time has a certain interest,attract the attention of college students and other groups,language light,with vitality and appeal,to inspire and encourage students;In the title style,the title style is diverse,blunt,suspense,questioning,entertainment,news and other styles flexible use;The content is varied in style to suit students’tastes.(3)the concept image,9"985 project"universities official We Chat platform,with the outstanding alumni,campus environment symbol spread to the society and the public image of colleges and universities,such as internal strengthening school spirit school motto to increase the teachers’and students’sense of belonging and identity,external communication at the university of education concept and research spirit,show in such aspects as talent training and education of colleges and universities.To sum up,the "985 project" universities in We Chat public,through the head on the symbol design,such as news reports,push the computation of the transmission of the images of colleges and universities,prompt the spread needs to notice when the official operation content,at the same time,according to the needs of the audience to locate,and on the content of tweet,tweet,title to increase the use of symbolic form,In order to improve the impact of wechat public image communication,and then achieve accurate communication and enhance the image of universities. |
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