高校微信公众平台的政治传播困境及突围

The Political Communication Dilemma and Breakthrough of the University WeChat Public Platforms

在自媒体时代,微信公众平台成为政治传播的一种新兴载体,各个高校纷纷开通账号,积极利用这一平台主要面向大学生群体进行政治传播。然而在这一过程中,高校微信公众平台也面临着用户流失、内容同质化、传播效果差、用户参与度低的困境。造成这些问题主要有社会环境、高校自身、学生群体特点以及平台缺陷等方面分的原因,需要有针对性地从高校自身、高校与学生、高校与其他运营主体等方面进行优化。

In the We-media Era,WeChat public platform has become an emerging carrier of political communication.The universities have also opened accounts to spread political messages for groups both inside and outside the school.But in this process,the university WeChat public platform is faced with some dilemmas such as loss of users,homogenization of content,poor propagation effects and low user participation.This paper analyzes the reasons for these dilemmas from the social environment,the universities,the characteristics of students and the platform defects,then makes suggestions for the optimization of political communication on the university WeChat public platform.