微信公共账号传播的机制与策略  

Mechanism and strategies of We Chat official account communication

作　　者：王传宝[1] 郭晓航[1] 

机构地区：[1]南京政治学院新闻传播系,江苏南京210003

出　　处：《南京邮电大学学报（社会科学版）》2014年第4期6-11,共6页Journal of Nanjing University of Posts and Telecommunications(Social Science Edition)

摘　　要：微信及其用户创造了一个全新的时代。微信公共账号的产生则赋予了其更多的媒介特质,也为传播学研究提供了更为丰富的实践。微信公号具有大众传播属性、人际传播功能和交互式传播特点,它体现了传播学研究中的使用与满足理论、强关系理论和受众碎片化趋势。同时微信公号传播也存在诸多困境,可以从定位、媒介融合、互动、推广、监管等方面进行改进,实现其长远发展。WeChat and its users have created a new era. The appearance of official accounts brings more media characteristics to Wechat, which enriches the practices for communication study. Official accounts have properties of mass communication, functions of interpersonal communication, and characteristics of interactive communication. Official accounts reflect the theory of Uses and Gratifications, the theory of Strong Ties and the trend of frag- mentation. For further development of official account communication, the existing difficulties and limitations can be addressed by improving the positioning, media convergence, interaction, promotion and supervision.

关 键 词：微信 公共账号 信息传播 碎片化 移动终端 朋友圈 

分 类 号：G206[文化科学—传播学]