Public Accounts Of Chinese Literary Magazines On The Wechat Communication Resource

An analysis of the public account of Chinese literary magazines on WeChat is presented. The expediency of using such resources in print media is emphasized, their capabilities and advantages are described: technical simplicity and low cost of subscription, quick access to constantly updated materials, the ability to publish serious and profound works. In addition, magazine ads on WeChat are low-cost, and the platform brings readers together into a community, allowing magazines to send newsletters to subscribers. Also in the administrative panel of a public account, the WeChat system provides the owner with real-time data analysis. Author identifies the main factors that impede the full functioning of this communication tool. “Harvest” magazine’s account mainly includes texts and pictures, but audio recordings and videos are rarely published, which leads to the conclusion that the editorial board does not pay enough attention to the development of a public account on WeChat. Strategies aimed at development and contributing to overcoming identified problems are proposed. For example, the function of searching and accessing magazines published earlier than last year should be developed, the possibility of publishing audio recordings (inviting people who want to make voice recordings for publication in the journal account) and videos should be included, which will help the magazine become an independent digital publication. Particular attention is paid to “Harvest” magazine’s public account on WeChat, which is the leading periodical of this profile in China. Its public account attracts a large number of subscribers and keeps their attention with new articles.