基于微信公众号的少数民族文化传播策略研究

Research on the Strategy of Minority Culture Communication Based on WeChat Public Accounts

以我国少数民族文化领域微信公众号为研究对象,结合微信传播指数WCI对少数民族微信公众号的运营状况进行分析,结果表明,受人口、地域、语言、经济等多种因素影响,我国少数民族微信公众号影响力在民族分布上呈现出集聚特征;公众号发布文章数量分化较为严重;公众号传播内容以时政新闻和社会事件为主,进行本民族文化的宣传和推广相对较少;公众号运营水平整体较低,难以满足受众的文化需求。建议在文化、旅游部门的支持下进行专业化运营,大力弘扬少数民族传统文化,促进少数民族地区旅游业的发展以及民族文化保护传承与产业化开发的协同发展。

The paper takes minority WeChat public accounts as the research case and combines with the WCI to discuss the operation status of minority WeChat public accounts. The results show that the influence of minority Wechat public accounts presents a clustering feature because of various factors such as population, geography, language, economy etc; The phenomenon of uneven distribution in the number of published articles is more serious; The contents of communication mainly is the political news and social events, publicity and promotion of the national culture is relatively small; The overall level of public operations is so low that it is difficult to meet the cultural needs of the audience. The author thinks that should be specialized operations of Wechat public accounts in culture and tourism sector support, vigorously spread the traditional ethnic cuhure, promotes tourism development in minority areas and the coordinated development of protection and inheritance of national culture and industrialization development.