Framing of Governmental Wechat and Their Effects

Based on the framing theory and the content analysis method, this study displays the characteristics and social media strategies of the framing in Beijing Official Governmental Wechat. The results show that in these selected samples, issues about politics and public notices are mostly used. The government emphasizes the framing of government-mass and publicity primarily. With different topics, official essays prefer to set and establish different framing when they publish messages. The Poisson Regression Model explores that if the government applies more framing of publicity and popularity in Wechat essays, the communication effects would be more positively improved, while appropriate formats and neoteric titles also have positive effects. Finally, for better governance, the paper suggests the governmental Wechat apply a syncretic strategy with diverse discourse structures, advisable framing and rich texts.