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里约奥运会期间,央视新闻微信公众号报道颇具特色。本文以央视新闻微信公众平台为研究对象,抽取了该公众号在里约奥运会期间推送的135条信息,从报道主题、消息来源、传播符号和标题语言使用4个方面进行内容分析。研究发现,央视新闻微信公众平台关于里约奥运会的报道“去专业化”倾向明显,更贴近用户,但需加强个性化信息推送及与用户的互动。
During the Olympic Games in Rio, CCTV News WeChat public report quite distinctive. Taking CCTV WeChat public platform as the research object, this article draws 135 messages pushed by the public number during the Olympic Games in Rio. It analyzes the content from four aspects: the theme of the report, the source of the news, the symbol of the communication and the use of the title language. The study found that CCTV News WeChat public platform on the report of the Rio Olympic Games “go to specialization ” obvious tendency, closer to the user, but need to strengthen personalized information push and interaction with the user.