商务传媒学院知识库

经济的快速发展导致人们的生活条件不断改善，音乐选择也越来越多，但毋庸置疑的是，户外音乐节是如今众多音乐表演方式中最具感染力的。尽管中国户外音乐节的发展相对较短，但已经呈现出良好发展的趋势，音乐节市场也出现了较为成功而知名的品牌，其中，迷笛音乐节便是其中之一。

并且，随着新的传播技术的出现，传播的方式和手段发生了根本性的变化，从原来自上而下的传播，到大众传播，再到如今的新媒体传播，其传播的方式和方法千差万别，这就包含了在2012年推出的微信公众平台，它越来越受到大众的重视。企业也十分青睐于在微信公众号推送文章以提升品牌知名度，音乐节品牌也是其中之一。

本文以拉斯韦尔5W传播模式为理论基础，选取迷笛音乐节官方微信公众号“迷笛”作为研究对象，运用个案分析法及文本分析法，从“迷笛”微信公众号的受众、传播主体、传播内容、传播渠道等几方面入手，对“迷笛”微信公众号的传播策略进行展开研究，最后进一步研究“迷笛”微信公众号传播过程中存在的问题及解决方法，为新媒体时代音乐节微信公众号的良好传播提出一些参考意见，即以满足受众需求为重心，并利用自身资源创造优质内容。希望对国内亚文化类微信公众号发展及音乐节的文化传播有所借鉴。

Rapid economic development has led to improved living conditions and more and more musical choices, but there is no doubt that outdoor music festivals are the most infectious of the many ways to perform music today. Although the development of outdoor music festivals in China is relatively short, it has shown a good trend of development. The music festival market has also seen the emergence of more successful and well-known brands, one of which is the Midi Festival.

And with the emergence of new communication technologies,the ways and means of communication have undergone fundamental changes. From the original top-down communication, to mass communication, to today's new media communication. The ways and methods of communication vary widely, and this includes the WeChat public platform, which was launched in 2012 and is gaining more and more attention from the public. Companies also favor pushing articles on WeChat to enhance brand awareness,and music festival brands are among them.

In this paper, we use Laswell's 5W communication model as the theoretical basis, and select the official WeChat public number of the Midi Festival, "MIDI", as the research object. Using the case study method and text analysis, we started from the audience, communication subject, communication content and communication channels of "MIDI" WeChat public number. The research on the communication strategy of "MIDI" WeChat public number is carried out, and finally, the problems and solutions in the communication process of "MIDI" WeChat public number are further studied.Some references are proposed for the good communication of music festival WeChat in the new media era, that is, to focus on meeting the needs of the audience and to create quality contents with their own resources. I hope it can be used for reference in the development of domestic subcultural WeChat official account and cultural communication of music festivals.