基于高频词汇分析的微信公众号对外形象建构研究——以“新农大小薇”为例

Research on the Construction of the External Image of WeChat Official Accounts Based on High-Frequency Vocabulary Analysis—A Case Study of “Xin Nong Da Xiao Wei”

摘要: 本研究以新疆农业大学官方微信公众号“新农大小薇”2024年1~12月全部推文构建专用语料库，采用语料库语言学研究方法，进行高频词统计、语义网络与搭配分析，旨在系统探究其语言策略如何协同建构高校对外形象。研究表明，“新疆”“学生”“活动”位列高频词前三，通过与“服务”“团结”“创新”“实践”“志愿”等词汇的强共现关系，形成了“地域–服务–育人”的核心语义场。这些高频词汇及其搭配模式，系统性地建构了“扎根新疆、实践育人、服务社会”的高校对外形象。本研究为高校新媒体语言形象建构提供了量化依据，也为微信公众号的内容优化与传播策略制定提供了语言学维度的参考。

Abstract: This study constructs a specialized corpus from all WeChat public account posts of Xinjiang Agricultural University’s official account “Xinong Dawei” from January to December 2024. Using corpus linguistics research methods, it conducts high-frequency word statistics, semantic network, and collocation analysis to systematically explore how linguistic strategies collaboratively shape the university’s external image. The research reveals that “Xinjiang,” “students,” and “activities” rank among the top three high-frequency terms. Through strong co-occurrence with words such as “service,” “unity,” “innovation,” “practice,” and “volunteer,” a core semantic field of “region-service-education” is formed. These high-frequency terms and their collocational patterns systematically construct the university’s external image of “rooted in Xinjiang, practice-oriented education, and social service.” This study provides quantitative evidence for the linguistic construction of university new media images and offers a linguistic dimension for content optimization and communication strategy formulation in WeChat public accounts. This study provides a quantitative basis for the construction of the language image of new media in colleges and universities, and also provides a linguistic dimension reference for the content optimization and communication strategy formulation of WeChat official account.