传统媒体微信公众平台内容推送分析——以“央视新闻”、“中国青年报”和“壹读”为例.pdfVIP

Abstract Abstract With the continuous development of information technology, the new media has become a common and popular media, widespread application of mobile Internet chat tool and intelligent mobile phone, prompted news dissemination way change. In order to cope with the impact of new media, traditional media have begun to actively explore production mode of new media content, WeChat public platform has become an important tool for traditional media content push and expand brand influence. Because of WeChat public platform has the characteristics of content is rich and varied, medium is convenient and quick, online and offline is effective interaction, user selection is the strong initiative, the traditional media can implement differentiation management for push process on the platform, in order to achieve the precise of content push, the initiative of content accept, the value of content feedback. Three traditional media WeChat public platform: “CCTV news”, “China Youth Daily” and “iRead”, exists similarities and differences in content push, and formed their characteristics gradually, this is because the media and its background, characteristics, and mode of operation. However, there are some problems that can not be ignored in content push of traditional media WeChat public platform, include the main style is single, the homogenization of content is serious, involving the media tort, the efforts of content promote is weaker. In the face of these problems, traditional media should use the media resources reasonably, change the ideas of content production and dissemination, grasp the characteristics of content and the style of platform, increase efforts to promote the content of p