四川藏区微信公众平台发展策略研究
发布时间：2019-06-10 19:47
【摘要】：腾讯微信于2011年1月正式推出,经过六年多的不断发展,微信从一款单纯个体沟通的即时通讯类应用迅速转变为融合朋友圈、漂流瓶、微信公众号、小程序等多种功能的社交平台。移动互联网的迅猛发展和智能手机的大量普及使四川藏区的信息传播环境快速转换,微信逐步进入四川藏区民众的视野中。微信不仅使普通藏族群众得以创造和分享信息,更基于其移动泛在的特性,消除了空间的禁锢,改变了藏区群众接触信息的惯有模式以及感知和认识世界的方式,以其荷塘效应和社会唤醒模式,极大地改变了当下藏区的信息场景和信息传播格局。微信公众平台数量不断增长的同时,学术界的相关研究也与日俱增。但梳理文献发现,这些研究或集中于区域经济相对发达地区的微信公众平台进行研究,缺乏对民族地区微信传播的关注,尤其是四川藏区;或着眼于对特定个案的分析,如《人民日报》、《钱江晚报》等,缺乏对一定样本下微信传播效果影响因素的分析。在如何提高藏区主流媒体和政务微信公众平台的社会影响方面,也缺乏有针对性的策略。在此背景下,本文将主要对四川藏区微信平台的发展情况进行研究。目前四川藏区各州县开通微信公众平台的开通情况如何?受众有哪些不一样的使用习惯?公众平台存在哪些问题?哪些变量影响四川藏区微信平台的传播?在藏语语境下如何在微信平台更有针对性地提升传播效果?基于上述问题,本文主要采用田野调查法、问卷调查法和个案访谈法进行研究。笔者分别于2015年9月、2016年3月、2016年10月前往甘孜州康定市、泸定县、姑咱镇以及阿坝州马尔康市、若尔盖县、红原县、汶川县等地进行实地调研,对当地宣传部门负责人以及各微信平台运营人员进行了访谈,对当地受众发放了问卷并进行了访谈。调研发现,四川藏区微信平台知晓度低,推广乏力;大多数平台人手不足,专业素养有限;藏语平台严重缺乏。另外四川藏区受众有不同于其他地区的受众习惯,如相比于本地区他们更关心州外的信息,由于语言所限他们更倾向于接受语音信息,相比官方微信平台他们更相信民间微信平台。本文以参与式传播理论为指导,提出在藏语语境下微信公众平台信息传播的发展策略:结合藏区实际,加强平台联动,打造移动传播矩阵,打破圈层界限;在生产策略方面加强藏语平台建设,让民众参与内容生产过程,全方位增强微信平台的舆论引导能力;在运营技巧方面,革新发布方式,精简采编流程,同时适当接入广告,借助活动加大微信平台的推广;在人才培养方面,加强培训,建立通讯员制度,采用公司化的运营方式,健全考核机制;树立互联网思维,关注用户体验,塑造意见领袖,以先进技术为支撑,加强四川藏区微信平台的采编能力。
[Abstract]:Tencent's micro-letter was launched in January,2011. After more than six years of continuous development, WeChat is rapidly changing from an instant messaging application that is simple to individual communication to a social platform integrating various functions such as a circle of friends, a drift bottle, a WeChat public number, a small program and the like. With the rapid development of the mobile internet and the extensive popularization of the smart phone, the information transmission environment in the Tibetan area of Sichuan is rapidly converted, and WeChat is gradually entering the visual field of the people in the Tibetan area of Sichuan. WeChat not only enables the ordinary Tibetan people to create and share information, but also based on the characteristics of the movement of the Tibetan people, eliminates the forbidden area of the space, changes the traditional mode of contact information of the people in the Tibetan area, and the way of sensing and recognizing the world, in the way of the lotus pond effect and the social wake-up mode, And greatly changes the information scene and the information transmission pattern of the current Tibetan area. At the same time, the number of public platforms of WeChat is increasing, and the research of the academic circles is also increasing. However, it is found that these studies, or the WeChat public platform in the relatively developed regions of the regional economy, lack the attention to the dissemination of WeChat in the minority areas, especially the Sichuan Tibetan area, or the analysis of specific cases, such as the People's Daily>, the Qianjiang Evening News and the like. The analysis of the influence factors on the effect of WeChat in certain samples is lacking. There is also a lack of targeted strategies in how to improve the social influence of the mainstream media in the Tibetan area and the public platform of the government affairs. In this background, this paper will mainly study the development of the WeChat platform in the Tibetan area of Sichuan. At present, how to open the opening of the WeChat public platform in the counties and counties of the Tibetan area? What are the different use habits of the audience? What are the problems with the public platform? Which variables affect the dissemination of the WeChat platform in the Sichuan Tibetan area? How to improve the transmission effect more pertinently in the context of Tibetan language? Based on the above-mentioned problems, this paper mainly adopts field investigation, questionnaire and case-to-case study. In September 2015 and March 2016, the author went to Kangding City of Ganzi Prefecture in October,2016, Luding County, aunt and the town, and the city of Abazhou, Markang City, Ruogai County, Hongyuan County, and Wenchuan County, etc. to carry out field investigation. The person in charge of the local propaganda department and the operators of each WeChat platform were interviewed, and the questionnaire was distributed to the local audience and the interview was conducted. The research has found that the WeChat platform in the Sichuan Tibetan area is low in awareness and weak in promotion; most of the platforms are insufficient, and the professional quality is limited; the Tibetan language platform is badly lacking. In addition, the audience of the Sichuan Tibetan region is different from the audience habit of other regions, such as the fact that they are more interested in the information outside the state than in the region, because they are more inclined to accept the voice information, compared with the official WeChat platform, they are more confident of the folk WeChat platform. Based on the theory of participatory communication, this paper puts forward the development strategy of the information transmission of the public platform of WeChat under the context of Tibetan language: combining the actual situation of the Tibetan area, strengthening the linkage of the platform, building the mobile communication matrix and breaking the boundary of the circle layer, and strengthening the construction of the Tibetan language platform in the production strategy. The public is involved in the content production process, and the public opinion guiding ability of the WeChat platform is enhanced in all directions; in the aspects of operation skills, the innovation and distribution mode is improved, the production process is simplified, the advertisement is appropriately accessed, the promotion of the WeChat platform is enhanced by means of the activity, the training is enhanced in the aspect of personnel training, Establish the correspondent system, adopt the company's operation mode, perfect the assessment mechanism, set up the Internet thinking, pay attention to the user experience, shape the opinion leader, use the advanced technology as the support, strengthen the collection ability of the WeChat platform in the Sichuan Tibetan area.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
本文编号：2496686
[Abstract]:Tencent's micro-letter was launched in January,2011. After more than six years of continuous development, WeChat is rapidly changing from an instant messaging application that is simple to individual communication to a social platform integrating various functions such as a circle of friends, a drift bottle, a WeChat public number, a small program and the like. With the rapid development of the mobile internet and the extensive popularization of the smart phone, the information transmission environment in the Tibetan area of Sichuan is rapidly converted, and WeChat is gradually entering the visual field of the people in the Tibetan area of Sichuan. WeChat not only enables the ordinary Tibetan people to create and share information, but also based on the characteristics of the movement of the Tibetan people, eliminates the forbidden area of the space, changes the traditional mode of contact information of the people in the Tibetan area, and the way of sensing and recognizing the world, in the way of the lotus pond effect and the social wake-up mode, And greatly changes the information scene and the information transmission pattern of the current Tibetan area. At the same time, the number of public platforms of WeChat is increasing, and the research of the academic circles is also increasing. However, it is found that these studies, or the WeChat public platform in the relatively developed regions of the regional economy, lack the attention to the dissemination of WeChat in the minority areas, especially the Sichuan Tibetan area, or the analysis of specific cases, such as the People's Daily>, the Qianjiang Evening News and the like. The analysis of the influence factors on the effect of WeChat in certain samples is lacking. There is also a lack of targeted strategies in how to improve the social influence of the mainstream media in the Tibetan area and the public platform of the government affairs. In this background, this paper will mainly study the development of the WeChat platform in the Tibetan area of Sichuan. At present, how to open the opening of the WeChat public platform in the counties and counties of the Tibetan area? What are the different use habits of the audience? What are the problems with the public platform? Which variables affect the dissemination of the WeChat platform in the Sichuan Tibetan area? How to improve the transmission effect more pertinently in the context of Tibetan language? Based on the above-mentioned problems, this paper mainly adopts field investigation, questionnaire and case-to-case study. In September 2015 and March 2016, the author went to Kangding City of Ganzi Prefecture in October,2016, Luding County, aunt and the town, and the city of Abazhou, Markang City, Ruogai County, Hongyuan County, and Wenchuan County, etc. to carry out field investigation. The person in charge of the local propaganda department and the operators of each WeChat platform were interviewed, and the questionnaire was distributed to the local audience and the interview was conducted. The research has found that the WeChat platform in the Sichuan Tibetan area is low in awareness and weak in promotion; most of the platforms are insufficient, and the professional quality is limited; the Tibetan language platform is badly lacking. In addition, the audience of the Sichuan Tibetan region is different from the audience habit of other regions, such as the fact that they are more interested in the information outside the state than in the region, because they are more inclined to accept the voice information, compared with the official WeChat platform, they are more confident of the folk WeChat platform. Based on the theory of participatory communication, this paper puts forward the development strategy of the information transmission of the public platform of WeChat under the context of Tibetan language: combining the actual situation of the Tibetan area, strengthening the linkage of the platform, building the mobile communication matrix and breaking the boundary of the circle layer, and strengthening the construction of the Tibetan language platform in the production strategy. The public is involved in the content production process, and the public opinion guiding ability of the WeChat platform is enhanced in all directions; in the aspects of operation skills, the innovation and distribution mode is improved, the production process is simplified, the advertisement is appropriately accessed, the promotion of the WeChat platform is enhanced by means of the activity, the training is enhanced in the aspect of personnel training, Establish the correspondent system, adopt the company's operation mode, perfect the assessment mechanism, set up the Internet thinking, pay attention to the user experience, shape the opinion leader, use the advanced technology as the support, strengthen the collection ability of the WeChat platform in the Sichuan Tibetan area.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
【参考文献】
相关期刊论文 前10条
1 王翔;鲍海波;;西藏地区城市形象传播中新媒体公共平台建设探析[J];西藏大学学报(社会科学版);2016年03期
2 朱杰;崔永鹏;;甘肃天祝藏族地区新媒体与政治传播关系研究[J];西藏研究;2016年03期
3 陈江柳;;少数民族地区政务微信发展现状与传播策略研究[J];凯里学院学报;2016年02期
4 曹宏根;刘健;;“腾讯新闻”微信公众号的传播特点[J];青年记者;2016年06期
5 方婧;陆伟;;微信公众号信息传播热度的影响因素实证研究[J];情报杂志;2016年02期
6 王翎子;章洁;;社交媒体介入传统媒体的传播特质探析——“人民日报”“央视新闻”“澎湃新闻”微信公众号内容对比分析[J];中国出版;2016年03期
7 黄锋;辛亮;黄雅意;;高校学报微信公众平台的发展现状和运营策略研究[J];中国科技期刊研究;2016年01期
8 罗茜;杨扬;;微信公众号未来发展态势的实证预测——基于头部账号及前尾账号的时间序列分析[J];中国记者;2016年01期
9 张蕾;陈建兵;;新媒体在四川藏区宣导抚慰功能的开发与探索[J];内江师范学院学报;2015年01期
10 尕藏草;;我国藏区互联网络的发展与变化[J];当代传播;2014年06期
相关硕士学位论文 前7条
1 王亮;报道新疆：政务微信“最后一公里”新闻生产研究[D];新疆大学;2016年
2 苏慧;社交媒体对西北少数民族文化传播的影响[D];北京邮电大学;2015年
3 茅杰;地方政务微信公众号现状与发展对策研究[D];上海交通大学;2014年
4 李阳;微信的传播机制研究[D];西南大学;2014年
5 冯江涛;藏传佛教世俗化下的年轻僧人生活研究[D];兰州大学;2014年
6 耿尕卓玛;藏区僧人的大众媒介接触现状研究[D];华中科技大学;2013年
7 徐晓光;四川康巴卫视促进康巴藏区发展与稳定的策略与机制研究[D];电子科技大学;2013年
，本文编号：2496686
本文链接：https://www.wllwen.com/xinwenchuanbolunwen/2496686.html
