Research On The Content Production "Xi’AnFaBu" Weibo,WeChat,News Client In The Context Of Media Convergence

With the deepening of the application of Internet technology in the media industry,media convergence is becoming a mainstream trend in the development of industry.The development of new media for government affairs,represented by the "Weibo,We Chat,News Client" of government affairs,is only a few years old in China,and has grown from scratch,from simple to complex,from crude to refined.The purpose of analysing the content production of the Weibo,We Chat,News Client of Xi’an Fa Bu is to seek strategies to optimise the content production of the two micro ends of government affairs,enhance its influence,and enrich the research on the two micro ends of government affairs.The purpose of this paper is to seek strategies to optimise the content production of the Weibo,We Chat,News Client of government affairs,so as to enhance their influence of the new media of government affairs.Xi’an Fa Bu is taken as the specific target of this study because it is the head account of Shaanxi’s new government media and has formed a complete media communication matrix after several years of development.This paper uses in-depth interviews and participatory interviews.The core question of this paper is: How can the content production of the Weibo,We Chat,News Client of "Xi’an Fa Bu" be optimised in the context of media convergence?This paper analyses the content production process of the Weibo,We Chat,News Client of "Xi’an Fa Bu" through in-depth interviews and participant observation,and systematically and quantitatively analyses the content samples of the two Weibo,We Chat,News Client of "Xi’an Fa Bu" through content analysis.Finally,it summarises the problems of content production on the Weibo,We Chat,News Client of "Xi’an Fa Bu" and attempts to provide targeted optimisation strategies.In general,"Xi’an Fa Bu" has followed a unique development path in terms of publishing local consultation,serving Xi’an citizens,conveying the voice of Xi’an and promoting the image of Xi’an as a city.However,there are still some problems with "Xi’an Fa Bu" :less user participation in content co-creation,single form of content presentation,lack of differentiation in content distribution channels,large differences in user interaction behaviour,and lack of significant linkage between the Weibo,We Chat,News Clientand.Based on the characteristics of content production on Xi’an Fa Bu’s Weibo,We Chat,News Clientand the experiences of other excellent new government media,this study suggests that the platform deepen the quality content and reconstruct the content chain,strengthen technological investment to promote content production innovation,combine platform resources to ensure content production,and consolidate platform resources to ensure content production.This study suggests that Xi’an Fa Bu’s Weibo,We Chat,News Clientand should deepen the quality of content production,strengthen technological investment to promote content production innovation,gather platform resources to guarantee content production,activate user resources to optimize interaction,and optimize the management mechanism to improve content competitiveness,so as to improve the quality of content production and enhance user stickiness and improve its own influence,and provide reference and reference for the transformation and development of new governmental media in the context of media fusion.