中文摘要：

选取《中国青年报》全国普通高校单周文章阅读量排行榜自推出以来全部32期榜单中前10位文章作为样本，从文本角度进行统计分析发现，“贴近实际”的题材选择、“图文并茂”的表达方式、“诉诸情感”的标题策划和“时尚清新”的话语风格是其获得高阅读数和点赞数的原因。高校官方微信公众号应在坚持特色创新、转变话语方式、增强互动意识等方面进一步着力，切实在传播大学文化内涵、引领主流思想舆论、凝聚师生情感共识等方面发挥重要作用。

英文摘要：

This paper selects all top 10 articles on 32 lists as samples which come from the university’s readinglists in “China Youth Daily” per week. From the perspective of text, realist themes, illustrated expressions,emotional titles and fashionable discourses are the reasons for high reading and “likes” numbers. Through indepthinterpretation of the samples, official WeChat public platforms for universities need to focus in the followingareas: adhering to the characteristics and creativities, changing the discourse style and promoting interactions. Thenthey can play an important role on the spreading of university cultures, promoting mainstream ideology and combiningteacher-student emotional consensus.