高校共青团微信传播策略研究  

On the We Chat Spread Strategies of the Communist Youth League of Colleges and Universities

作　　者：赵麑[1] 张惠[2] 

机构地区：[1]华南师范大学化学与环境学院,广东广州510631 [2]华南师范大学城市文化学院,广东广州510631

出　　处：《广东青年职业学院学报》2016年第3期5-11,共7页Journal of Guangdong Youth Vocational College

基　　金：广东省高校共青团与青年工作研究重点资助项目(2015A006);2016年度华南师范大学共青团青年工作研究课题

摘　　要：在对高校共青团微信公众号及其受众进行调研的基础上,提出团委微信公众号传播的改进策略,增强共青团微信传播的影响力和有效性。首先采用内容分析法对广州17所高校团委的微信公众号发布内容进行分析,然后采用问卷调查法和非结构式访谈对大学生受众进行调查。结果显示,当前高校共青团微信平台设计相对完善,但也存在以下四个方面的问题:(1)推送内容缺乏话题性与趣味性;(2)在大学生受众中的社交媒体影响力不高;(3)缺乏共青团与大学生的微信互动机制;(4)缺乏对共青团文化认同感的营造。建议通过传播内容的话题性与思想引领功能的结合,学生社交媒体意见领袖的培养,信息推送时对大学生受众进行精准定位,建立微信互动机制,营造共青团文化认同感等策略来提升高校共青团微信传播的有效性和影响力。Based on the investigation of the C. Y. L（ Communist Youth League） We Chat official accounts of colleges and universities,and its followers,this article suggests strategies for improving the spread of the C. Y. L We Chat official accounts,in a purpose to enhance their influences and effectiveness. Content analysis method was adopted to analyze the posted messages of the 17 C. Y. L We Chat official accounts of colleges and universities in Guangzhou,and a questionnaire survey and non-structural interview were conducted among college student followers of these accounts. The results showed that the design of C.Y.L We Chat official accounts of colleges and universities is relatively perfect,but there are four major problems：（ 1） the posted messages are not topic- prominent and interest-prominent;（ 2） lower social media influences among college student followers;（ 3） lack of interaction mechanism between the C.Y.L and college students;（ 4） neglect of cultivating college students＇ recognition of the cultural identity of the C.Y.L. To enhance the effectiveness and influences of the C.Y.L We Chat official accounts,this article suggests the following strategies： combining the topicality and thought- leading function of the posted messages; cultivating student opinion leaders on social media; precise positioning of information push,establishing an We Chat interactive mechanism; and cultivating college students＇ recognition of the cultural identity of the C.Y.L.

关 键 词：共青团组织 微信 传播策略 

分 类 号：G206[文化科学—传播学] D297[政治法律—政治学]