基于内容分析的微信公众号信息传播主题研究——以北京大学微信公众号为例

Research on the Theme of Information Communication of WeChat Public Account of Peking University Based on Content Analysis

本文以北京大学微信公众号作为研究对象,利用数据挖掘技术获取了其12个月内发布的内容,采用内容分析法进行高频词和语义关系分析,归纳总结出其传播主题。该研究有助于高校网络形象的塑造和内容推广的传播,对于高校的信息传播和形象提升具有一定的意义。

This paper uses data mining technology combined with content analysis method to study the communication theme of Peking University WeChat public account. This research contributes to the shaping of university network image and the promotion of content dissemination, which has certain significance for the information dissemination and image promotion of colleges and universities.