创新与平衡:女性自媒体的传播策略——以微信公众号咪蒙为例

Innovation and Balance: An Analysis on Communication Strategies of Women's We-Media——Take WeChat Public Account of MiMeng as an Example

女性自媒体是以女性为主体并为女性服务的自媒体类型。新媒体语境下,微信公众号成为女性自媒体的重要平台。微信公众号咪蒙等一批成功的女性自媒体体现了女性媒介的商业价值和社会价值。女性自媒体的传播策略创新之处主要体现在:打造标准化的内容管理机制,培育受众黏性的粉丝互动,拓展自媒体的商业转化,强化自媒体的人格化特征,坚持女性发声时代的女性立场。同时,自媒体也面临着现实问题:商业市场和消费主义对自媒体的侵蚀,政策管理对自媒体的冲击。自媒体的发展需要自媒体人的自律,也需要媒体管理机构的他律。女性自媒体要秉持女性立场,在传播效果、商业利益、政策管理之间把握平衡。

Women’s We-media is a We-media type that serves women who are the main audience.The innovation in communication strategy of women’s We-media includes:creating a standardized content management mechanism,fostering audience interaction,expanding business transformation from the media,strengthening the personal characteristics of the media and insisting on speaking for women in the new era.At the same time,the media face some problems:the erosion from business and markets,and the impact from policy management.The development of We-media requires a balance between communication effectiveness,commercial interests,and policy management.