浅析高校微信公众号的思政教育内容优化路径——以北京大学官方微信公众号为例

Analysis of the Ideological and Political Education Content of the Wechat Public Number in Colleges and Universities——Take Peking University’s Official Wechat Account as an Example

高校官方微信公众平台作为实现高校思政工作重要阵地,目前尚存在思政教育功能定位模糊、原创性不足等问题。本研究以北京大学官方微信公众号思政类内容建设为研究样本,进一步探索高校官微思政教育类内容优化的路径。本研究发现在内容策划上更加注重提高针对性,善于借助新闻“热点”,突出新媒体交互性的媒介特点,才能进一步做好网络思政教育,壮大主流声音。

As an important position to realize ideological and political work in colleges and universities,the official wechat public platform still has some problems,such as ambiguous function orientation of ideological and political education and insufficient originality. This research takes the construction of ideological and political content on the official wechat account of Peking University as the research sample,and explores the way to optimize the ideological and political education content on the official wechat account of universities. This study found that only by paying more attention to the pertinence of the content,and making good use of the news“hot spots”,and highlighting the interactive media characteristics of new media,can the network ideological and political education be improved and the mainstream voice be strengthened.