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高校共青团系统微信公众号创设广泛,成为网络思想政治教育的主要载体,但普遍存在着同质化特征明显、贴近学生不够深入、运营团队能力有限等问题。共青团系统微信公众号在运营中应始终把共青团的政治性、先进性、群众性作为议题设置的前提,充分运用互联网思维,遵循当代青年的特点,善于情感联结。在具体的运营策略方面,应在议题设置方面重点打造校园原创的精品内容,在媒介融合方面重点构建立体多样的传播形态,在情感共振方面重点重塑交互参与的受众感知。
The formation of a large number of WeChat public accounts in the Communist Youth League system of colleges and universities has become the main carrier of ideological and political education on the Internet. However, there are many problems such as obvious homogeneity, lack of closeness to students and limited ability of operation teams. In its operations, the CYL system WeChat public account should always take the political, advanced and massiness of the CYL as a precondition for setting the agenda. It should make full use of the Internet thinking, follow the characteristics of contemporary youth and be good at the emotional connection. In terms of specific operational strategies, it is necessary to focus on setting up original high-quality content on the campus for the setting of topics, and focus on building a three-dimensional and various forms of communication in terms of media convergence and focusing on remodeling the audiences’ perceptions of interactive participation in terms of emotional resonance.