《河北日报》微信公众号与用户互动研究

发布时间：2018-05-30 01:12

本文选题：微信公众号 + 河北日报　；参考：《河北大学》2017年硕士论文

【摘要】：信息技术的发展和移动互联网的普及推动了媒介终端的移动化发展,移动终端的发展在很大程度上改变着信息交流手段和传播媒介。微信是当下最热门的社交媒体之一,自上线之后在短时间内便拥有大量的用户群体。在微信的强势发展劲头下,微信公众号一经推出便成为众多主流媒体新的发声平台,在很大程度上提高了传统媒体与用户之间互动仪式发生的可能性。面对新的媒介生态环境,为适应分众化、差异化传播趋势,目前国内主流媒体在传统媒体与新兴媒体融合实践上做了大量的探索,其中之一就是入驻腾信微信公众平台,以微信为移动入口,借力进行移动化传播,帮助传统媒体覆盖更多用户。当下各媒体公众号之间的竞争,争锋点正在于谁能有效利用微信“参与”“互动”特征,构建稳固的关系链,将海量的微信用户黏附于自己的微信公众号上。本文从《河北日报》微信公众号与用户的互动仪式入手,以案例分析法和内容分析法为主要研究方法,通过对《河北日报》微信公众号与用户互动现状进行深层次挖掘与分析,发现微信公众号与用户在互动过程中表现出来的不足之处。针对当前微信公众号与用户互动过程中遇到的问题,结合“媒介融合”的思想以及互动仪式链等理论,提出优化策略。以期实现《河北日报》微信公众号与用户之间更好的互动效果,提升主流媒体的影响力和公信力。
[Abstract]:The development of information technology and the popularity of mobile Internet promote the development of mobile media terminals, the development of mobile terminals to a large extent changes the means of information exchange and communication media. WeChat is one of the most popular social media outlets, with a large number of users in a short period of time since its launch. With the strong development of WeChat, WeChat Public number has become a new voice platform for many mainstream media once it is launched, which greatly improves the possibility of interaction between traditional media and users. In the face of the new media ecological environment, in order to adapt to the trend of diversity and diversity, the mainstream media in China have made a lot of exploration in the practice of fusion of traditional media and emerging media, one of which is to enter the public platform of Tengxin. WeChat as a mobile portal, mobile communication, help traditional media reach more users. At present, the competition between the public numbers of various media is just who can effectively utilize the "participation" and "interaction" characteristics of WeChat, construct a stable relationship chain, and attach a large number of WeChat users to their own WeChat public numbers. This paper starts with the interactive ceremony between the public number of WeChat and the user, taking the case analysis and content analysis as the main research methods, through the deep excavation and analysis of the current situation of the interaction between the public number of the WeChat and the user. Found that WeChat public number and users in the process of interaction showed deficiencies. Aiming at the problems encountered in the process of the interaction between the public number and the user of WeChat, this paper puts forward the optimization strategy based on the idea of "media fusion" and the theory of interactive ritual chain. In order to realize the better interaction effect between the public number and users of Hebei Daily WeChat, enhance the influence and credibility of mainstream media.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G210.7

【参考文献】