政务微信“软文”化传播效果的实验研究

政务微信已成为政务新媒体矩阵中不可或缺的重要组成部分,然而近年来其在内容建设上出现了"标题党"式标题和"花絮文"增多甚至直接推送商业广告等"软文"化的趋势,引起了不小的争议。研究使用2×2×2多因素设计控制实验,探索了话题属性、表达风格与标题设置三种与"软文"化倾向高度相关的内容策略要素对政务微信形象构建、信息传达、互动关系等三个层面传播效果的影响,发现了"微软效应"的存在,并在此基础上提出了相应的优化对策建议。

Experimental Research on the Effects of Softening of Government WeChat

Government WeChat has become an indispensable part of the matrix of government new media. However, there is a controversial trend of softening in its content, such as the increasing of "clickbait" and "tidbits" and even the appearance of commercial advertisements. The controlled experiment of 2×2×2 factorial design including three independent variables of topic attribute, expressive style and title setting as the elements of the content strategy and three dependent variables of the effects on its image management, information transmission and relationship with the public reveals the moderate softness effect, and based on which, the optimized points are suggested.