红色档案资源“微”传播效果的影响因素识别与优化策略分析——基于扎根理论的研究

Identification of the Influencing Factors and Optimization Strategy Analysis of "Micro" Communication Effect of Red Archive Resources:A Study Based on Grounded Theory

以微信公众号为典型代表的新媒体平台是红色档案资源传播与利用的良好路径补充和渠道延伸。运用扎根理论,以湖南省红色档案资源的微信公众号传播为例,甄别出影响红色档案资源“微”传播效果的个人、环境、内容、形式、技术五个类别的因素,构建红色档案资源“微”传播效果的影响因素理论模型。在此基础上,探讨红色档案资源“微”传播效果提升的优化策略,提出进行用户分层,准确定位公众的利益诉求与服务要求;重视社会环境,营造全社会红色档案文化传播的氛围;注重内容表达,探索红色档案内容供给的新模式;优化叙事形式,满足用户的多重价值需求;加快技术革新,提高用户使用体验感和满意度等建议。

The new media platform represented by WeChat public account is a good supplement and channel extension for the dissemination and utilization of red archive resources.Based on the grounded theory,taking the dissemination of red archive resources on WeChat public account of Hunan Province as an example,this paper summaries and analyses the influencing factors in five dimensions:individual,environment,content,form and technology,and establishes a theoretical model of influencing factors of "micro" dissemination effect of red archive resources.Based on the above factors,this paper discusses the effective path to improve the "micro" communication effect of red archive resources.For example,users are stratified to accurately locate the public' s demands and service requirements;pay attention to the social environment and create an environment for the dissemination of red archives culture in the whole society;pay attention to content expression and explore the new direction of content construction of red archives;optimize narrative form to meet the multiple value needs of users;accelerate technological innovation and improve user experience and satisfaction.