长三角地区“双一流”高校图书馆微信传播效果实证研究——基于头条信息标题的文本分析

An Empirical Study on the WeChat Communication Effect in "Double First-class" University Libraries in the Yangtze River Delta Region——Text Analysis Based on Headlines Pushing Information Title

利用实证调查与访谈研究法对长三角地区"双一流"高校图书馆微信头条信息标题文本进行多维度分析,探讨其实际传播效果。研究结果表明,微信头条信息标题对微信传播效果有重要影响,在此基础上进一步提出重视头条信息标题的功能与价值;优化头条信息标题特征及推送规律;强化头条消息服务导向的核心作用;建构标题与内容的路径统一体;提升专业化与科学化运营水平等促进高校图书馆微信传播效果的策略。

This article uses the empirical investigation and interview research to analyze the multi-dimensional headline texts of the micro-information headlines of the'Double first-class'university libraries in the Yangtze River delta region,and discusses the actual communication effects.The research results show that the headline information of WeChat headlines has an important influence on the effect of WeChat communication,and on this basis,it further puts emphasis on the function and value of headline information titles;optimizes the headline information title features and push rules;and strengthens the core role of headline message service orientation;constructs a unified body of title and content;promotes the combination of specialized and scientific operation level and other strategies to promote the effect of micro-channel communication in university libraries.