Research On Content Production And Communication Of New Government Media

In the era of traditional media,due to the underdevelopment of technology,most of the information received by the audience is the information screened by the media.In the event of national and social events,the official can quickly control the public opinion.After entering the network era,the number of platforms for obtaining information is increasing gradually,and the audience can choose the information they want to browse,while the network information is uneven.After the occurrence of national and social events,the audience's thoughts are easily controlled.In order to ensure the stability and harmony of the society,the party and the League media must have a place on the network platform,and bear the political communication and The responsibility of public opinion guidance.In today's society,the audience lacks natural sensitivity to political information,which also makes the party and League media difficult after entering the new media platform for the first time.With the media reform and development,the Central Committee of the Communist Youth League,with its own efforts,after the dual change of thought and behavior,has been continuously favored by the public.In frequent social events,it conducts public opinion guidance,for social stability and harmony,and undertakes Take responsibility for political communication.The Central Committee of the Communist Youth League follows the development of the times in content production strategy,expression and presentation form.Taking the“ Communist Youth League Central Committee” as an example,this paper analyzes how it can carry out effective political communication through its own reform in the new media era.The Central Committee of the Communist Youth League first occupied the whole platform to form a new media communication matrix.Secondly,the Central Committee of the Communist Youth League made a double transformation in terms of ideology and behavior.In terms of ideology,change the audience's thinking,improve the audience's status by enhancing interactive and personalized communication,cater to the needs of the audience,regard the audience as the user;in terms of behavior,make changes in content expression and content presentation form,and create empathy with the audience by emotional expression using emotions such as emotion and sadness,and strengthen by grasping social hot spots Users' stickiness,such as the riots in Hong Kong and the humiliation of dujiabanna to China,is also innovated in presentation form by using multimedia forms of words,pictures and audio,and new technologies of H5 and VR.