微信公众订阅号传播管理研究

发布时间：2018-09-05 15:36

【摘要】：近年来,以微信公众订阅号为代表的网络媒体促成了以“个人”为基本单位的传播格局,由此形成了传播领域的种种“新常态”,但随之而来的传播乱象也层出不穷,传播信息过载、传播内容存在的侵权、欺诈和虚假信息是微信公众订阅号中普遍存在的现象。因此,微信公众订阅号需要建立一个传播管理系统,从宏观和微观两个层面进行综合管理,形成从源头到发布过程再到发布后的动态监管机制。微信公众订阅号的传播管理主体有三类,即传播平台管理主体、内容传播管理主体和订阅反馈管理主体,分别承担不同的管理职能。微信公众订阅号传播平台主要担负账号认证、账号行为规范和平台功能设置的管理；订阅号传播内容的管理主要涉及新闻资讯、公共服务、电子商务等信息的管理；订阅号传播终端的管理主要是对用户评论和用户分组的管理。从管理流程的角度看,微信公众订阅号传播管理的运行实施发布把关机制、过程监测机制和后续处理机制。微信公众订阅号的不同传播管理主体要相互协调,相互配合,形成合力,建立综合治理的微信公众订阅号传播管理机制。目前,我国微信公众订阅号的传播管理已初见成效,但仍存在一些问题。微信公众订阅号的传播信息量大、传播分散、把关的弱化和转移等传播特点,给对微信公众订阅号的传播管理带来了极大的挑战,账号认证管理不严、不良信息传播泛滥、侵权行为频繁发生等问题屡屡发生。必须加强对微信公众订阅号的传播管理,严格落实账号认证管理制度,进一步完善信息把关机制,明确侵权责任承担,不断改进和完善微信公众订阅号的传播管理。
[Abstract]:In recent years, the network media, represented by the WeChat public Subscription account, have promoted the communication pattern with "individual" as the basic unit, thus forming various "new normal" in the field of communication. Information overload, content infringement, fraud and false information are common phenomena in WeChat public Subscription account. Therefore, the public Subscription account of WeChat needs to establish a communication management system, from the macro and micro levels to comprehensive management, from the source to the release process and then to the release of the dynamic supervision mechanism. There are three kinds of communication management subjects of WeChat public Subscription account, that is, the main body of communication platform management, the main body of content communication management and the subject of subscription feedback management, which respectively assume different management functions. The WeChat public Subscription account communication platform is mainly responsible for the management of account authentication, account code of conduct and platform function setting, and the management of Subscription account communication content mainly involves the management of information such as news information, public service, electronic commerce and so on. Subscription account communication terminal management is mainly to user comments and user groups management. From the point of view of management process, the operation of WeChat public Subscription account communication management implements the mechanism of release check, process monitoring and follow-up processing. The different communication management subjects of public Subscription account of WeChat should coordinate and cooperate with each other to form a joint force to establish a comprehensive management mechanism for the dissemination of WeChat public Subscription account. At present, the communication management of public Subscription account of WeChat has achieved initial results, but there are still some problems. The communication characteristics of the WeChat public Subscription account, such as the large amount of communication information, the dispersion of the dissemination, the weakening and transferring of the gateways, have brought great challenges to the communication management of the WeChat public Subscription account. The account number authentication management is not strict, and the dissemination of bad information is rampant. Torts occur frequently and so on. It is necessary to strengthen the communication management of the WeChat public Subscription account, strictly implement the account number authentication management system, further perfect the information gatekeeper mechanism, define the tort liability, and improve and perfect the WeChat public Subscription account communication management.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206

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