高校微信公众号的推文解读及其发展路径

A Study of the Posts and the Development Approach of Universities' WeChat Official Accounts

在移动互联网时代,微信公众号已成为高校开展招生宣传、文化传播、思想引领等的重要媒体渠道。基于《中国青年报》微信公众号2015-2016年"全国普通高校单周文章阅读量排行榜TOP 100"的推文榜单进行数据收集和分析,研究发现:上榜推文的共性特征主要为内容题材迎合学生的精神需要、推文方式方法抓住学生的注意力、上榜高校的文化软实力提升对学生的感召力。当前高校微信公众号的推文困境主要表现为文本困境、传播困境和运营困境。对此,高校要引导学生树立马克思主义语言观,辩证看待网言网语表达、提升推文内容创作水平,打造校园文化特色品牌、注重推文传播效果分析,增强舆论议题设置力、完善运营团队结构,改进"师生共建"工作模式。

In the age of mobile Internet,the WeChat public account has become the important media channel for universities to make recruitment and promotion,spread culture and ideas,serve the students and faculty,as well as carry out ideological construction. The China Youth Daily＇s We Chat article＂TOP 100 Post List of 2015-2016＂reveals that articles with greatest weekly hits on universities＇ We Chat official sites shares the following features： the content aligns with the students＇ spiritual needs,the posting strategies capture students＇ attentions and the universities on the list enjoy a higher soft power in calling on students. Howerver,the current situation the institutions of higher education are faced with manifests that the utilization of WeChat official accounts is still in difficulties,known as the dilemma of developing content,communication and operation. Therefore,universities should guide students to establish the Marxist language,help students view internet slang words dialectically and enhance the ability of developing content; build a branded campus culture and focus on the effect analysis of communication; strengthen the ability of topic-creation,improve the construction of operational team and modify the ＂teacher-student co-operation pattern＂.