基于内容分析法的我国高校微信公众平台研究

Content Analysis Method-based Study on Wechat Public Platforms of Universities in China

[目的/意义]微信凭借其独特的信息传播方式,积累了大量的用户群体。高校微信公众平台具有受众特殊、传播内容独特等特征,深受高校学生欢迎。[方法/过程]使用内容分析法,从推送形式和推送内容两个角度,对22所高校的微信公众平台进行对比,分析高校微信平台建设的存在问题并给出相应的建议。[结果/结论]微信消息推送形式单一,以图文为主;推送的消息内容具有局限性;高校微信平台构建缺乏技术,功能单一,亟需发展特色版块,增加新型功能。

[Purpose/significance] With its unique information spread way, Wechat amasses a large number of user groups.Wechat public platforms of universities are popular to university students because of its special users and communication contents.[Method/process] The paper uses content analysis method, from 2 aspects of push form and push content, to compare Wechat public platforms of 22 universities, analyzes existing problems on Wechat public platforms of universities,and gives relevant suggestions.[Result/conclusion] Wechat message push form is single,and bases on pictures and texts; content of Wechat message is limited;Wechat public platforms of universities are lack of technology and have single function. It is urgent to develop characteristic sections and add new functions.