Research on the Current Situation and Development Strategies of WeChat Official Accounts for Ideological and Political Education in Higher Education Institutions

Abstract

: In the past decade, WeChat has rapidly become a part of people's daily lives and has emerged as a significant social tool. Concurrently, WeChat public accounts of universities have continuously evolved and become an important means of ideological and political education through the Internet. This paper examines the current development status of ideological and political WeChat public accounts in universities and proposes a strategic framework for their development based on five aspects: operational team, content dissemination, features and functions, target audience, and communication effectiveness. In today's rapidly developing online environment, WeChat has become the most commonly used communication method among Chinese people, deeply integrated into their daily lives. With the continuous development of WeChat and self-media, WeChat public accounts have gained widespread attention and become an important channel for the public to stay informed, obtain information, and handle various matters. As part of ideological and political education in universities, ideological and political WeChat public accounts play a crucial role in value guidance, image shaping, news dissemination, cultural inheritance, and image building. The popularity, influence, and activity of WeChat public accounts in universities far exceed traditional media outlets such as campus news websites and radios. Therefore, strengthening the construction of ideological and political WeChat public accounts in universities is of utmost importance to fully leverage the role of such accounts.