| In terms of content operation,provincial evening news wechat public account not only needs to provide news content for provincial users,but also needs to cooperate with relevant departments to publicize and report national policies.Therefore,it is of certain practical significance for provincial evening news to open wechat public account.This paper selects the wechat public accounts of "Zhangshang Jilin" and "Liaoshen Evening News",the only two provincial evening newspapers in Northeast China,to explore the different influence of their content framework on the communication effect.Through the analysis of the overall situation of the push content of the wechat public accounts of "Zhangshang Jilin" and "Liaoshen Evening News",it is found that there is little difference in the frequency of sending messages between the wechat public accounts of "Zhangshang Jilin" and "Liaoshen Evening News",but there is great difference in the communication effect.The average number of views,likes and views of "Zhangshang Jilin" wechat public account is less than that of "Liaoshen Evening News" wechat public account.Based on this,557 tweets on the wechat public account of "Zhangshang Jilin" and 576 tweets on the wechat public account of "Liaoshen Evening News" are selected as samples for analysis.Based on the framework theory,the content production of the wechat public account of "Zhangshang Jilin" and "Liaoshen Evening News" is classified.Finally,the content topic type,content length,content form,originality and release time are selected as the independent variables of this paper.With the help of variance test and T test,the difference analysis is made on the number of reading,viewing and liking of wechat official accounts,and the following conclusions are drawn through empirical research:(1)Content topic type significantly affects the number of reading,the number of viewing and the number of likes;(2)Publishing time significantly affects the number of readers,and the influence on the communication effect is not uniform;(3)Content length,content form and originality significantly affect the number of views and likes.Finally,based on the empirical research results,this paper further analyzes the proportion of content production of Zhangshang Jilin" and "Liaoshen Evening News"wechat public accounts under category construction,summarizes their advantages and disadvantages in content production,and puts forward targeted suggestions for improvement,including: Reasonable arrangement of push time,cultivation of users’ reading habits,combined with social hot topics to make super-long reports,strengthen the depth of content,rich content forms,improve users’ reading experience,focus on the "integration" of content reports,and create content differences. |
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