基于5W传播理论的“咪蒙”.docxVIP

毕业论文 论文题目（中文） 基于5W传播理论的“咪蒙” 微信公众号研究 论文题目（外文） The Study of “Mimeng”—the WeChat Pubulic Account—Based on 5W Theory  PAGE \* MERGEFORMAT II 基于5W传播理论的“咪蒙”微信公众号研究 摘 要 随着智能手机的普及和互联网的迅猛发展，微信逐渐走入千家万户。越来越多人活跃于微信公众号等自媒体平台。“咪蒙”是微信公众号中的后起之秀，2015年末开始运营，却能够迅速实现“病毒式传播”，积累大量粉丝，其中原理值得探讨。 作者从传播主题、传播内容、传播受众和传播方式对微信公众平台的传播特点进行了总结和归纳，并通过个案研究和文本分析的方法，借鉴“5W”模式，从传播主体、传播对象、传播内容、传播渠道、传播效果五个方面，对“咪蒙”进行运营策略分析，“咪蒙”的受众以都市年轻女性为主，因此文章主题主要以感情、生活、社会、女性话题为主，主要渠道是微信和微博，目前粉丝已突破千万。 作者还探讨了“咪蒙”运营存在的问题和对策，研究认为“咪蒙”以文字推送为主，在多媒体呈现方面可以进一步改进，在推广和运营渠道的扩展方面仍有改善空间。 关键词: 咪蒙；微信公众号；5w模式  PAGE \* MERGEFORMAT IV The Study of “Mimeng” —the WeChat Pubulic Account—Based on 5W Theory Abstract Currently, widespread smart phones and booming Internet technology have brought WeChat app to tens of millions of families. There are growing number of writers devoting themselves into the WeChat public platform.Started in the end of the 2015,the We Media account “Mimeng”became an up-rising star and went viral on the Internet.It is meaningful to explore how this account works. The first chapter summarized the characteristics of WeChat public platform from the theme of communication, the content, the audience and way of communication. In the second chapter, through the method of case study and text analysis, we draw on the “5W” model, analyze the operation strategy of “Mi Meng” from the aspects of subject of communication, object, content, communication channel and communication effect.Mimeng’s audience is mainly urban young women, so the main themes of the article include the emotional, life, social, female topics, the main channel is WeChat and Sina Weibo, and its current fans have exceeded 10 million. The third chapter discusses the problems and countermeasures of the operation of “Mi Meng”. Mi Meng mainly sends its audience articles in text form,and thus the use of multimedia is i