个人微信公众号传播信息的现存问题与出路

Problems on the Information Spread of Personal WeChat Public and its Countermeasures

新媒体环境下,个人微信公众号为人们提供了一个公开发表观点的平台。然而,其在传播信息过程中存在准入门槛低、内容同质化、虚假信息乱象、传播技巧单一、广告植入生硬等问题,产生诸多负面影响。因此,应当提高准入壁垒、生产差异化优质内容、建立严格的审核机制、节制情绪化表达、利用原生广告等对策促进个人微信公众号信息的优化传播。

Under the new media environment,the public of personal WeChat public provides a platform for the spread of public opinions.However,there are some problems in spreading information namely low entry threshold,the contents tend to be assimilated,the false information and the implantation of advertisement,which has generated many negative influences.Therefore we need to raise the entry threshold,produce differentiated high-quality contents,establish the strict review mechanism,control the emotional expression,and use native advertising and other countermeasures to promote the optimal dissemination of personal WeChat public information.