The Development and Communication Characteristics of WeChat Official Accounts in China

บทคัดย่อ

With the rapid development of mobile Internet, the forms and types of media have undergone significant changes. As a new type of media form based on the WeChat Public Platform, WeChat Official Accounts have penetrated all aspects of social life. Relying on its "strong relationship" communication characteristics, WeChat Official Accounts have become an ideal platform for enterprises, media, government agencies, and individuals to explore self-media practices. In terms of communication characteristics, WeChat Official Accounts integrates multiple communication models. These changes are mainly reflected in the reinforcement of real-life "strong linkages" between users during the development of WeChat, the applicability and reconstruction of the Agenda-Setting Theory in WeChat Official Account communication, the reinforcement of the Opinion Leader Theory in WeChat Official Accounts, and the dissolution of the "spiral of silence" theory in the private communication environment of WeChat Official Accounts.