古都郑州历史文化类微信公众号传播力研究

Research on the Communicative Power of the WeChat Public Number in the Ancient Capital of Zhengzhou

在新媒体时代,微信公众号已经成为宣传城市历史文化的重要阵地。筛选出能代表古都郑州城市形象的20个历史文化资源点,并从影响传播力建构的传播主体、传播形式、传播内容、传播效果四个方面进行控制分析、形式分析、内容分析、效果分析,发现其微信公众号在传播古都郑州的历史文化中存在的运营管理缺位,传播形式不足,传播内容不具吸引力和传播效果总体不佳这四个方面的问题,通过打造微信大号,精心编排设计,寻找原创内容,扩大传播面来解决相应的问题,增强古都郑州微信公众号的传播力。

In the new media era, the WeChat Public Number has become an important position to promote the city’s history and culture. This paper selects 20 historical and cultural resource points that can represent the image of the ancient city of Zhengzhou, and conducts control analysis, form analysis, content analysis, and effect analysis from the four aspects of communication subject, communication form, communication content, and communication effect that affect the construction of communication power. The study found that We Chat Public Number had four problems in the dissemination of history and culture in the ancient capital Zhengzhou, including lack of operation management, insufficient communication forms, unattractive communication content, and generally poor communication effectiveness. It is proposed to enhance the dissemination power of the ancient capital Zhengzhou WeChat Public Number by creating We Chat large size, carefully arranging the design, looking for original content, and expanding the dissemination surface.