| Youth groups are the future of the country and the hope of the nation,and it is significant to study the lifestyles,mindset and concept of young people.Young people generate millions of virtual faces in the network,Bilibili is a platform for the young generation of China to gather highly,and Spring Festival Gala of Bilibili has gradually increased the influence of the circle with Bilibili over the past thirteen years.From the presentation mode,Spring Festival Gala of Bilibili adopts the ghost video,animation and Vocaloid electronic music which build unique cultural characteristics and highlighting the expression way of the younger generation.From the perspective of performance theme,make an annual inventory of platform events in Spring Festival Gala of Bilibili,and stimulate user identity.It depicts that in the secondary reality,they like animation and play games,but they are not recognized by the society.But in the secondary world,they have the dream of saving the world.Through the "cuteness" or "blood" coding of traditional culture,the contemporary construction and popular expression of traditional culture are completed.Spring Festival Gala of Bilibili has strong post-modern cultural characteristics.As far as the communication content is concerned,the opposition explanation reflects the disappearance of its deep mode,technology and heterogeneous elements cause its sense of history to disappear,the decentralization of the subject and the dehumanization of the content cause the disappearance of the subject,the application of mobile phone media,bullet screen system and live broadcast bring the disappearance of the sense of distance,and perceptual pleasure and satisfaction bring aesthetic purity.As far as the form of communication is concerned,the cross-text poaching of mixed cutting brings a distinct sense of patchwork,a visual spectacle brought by exquisite pictures and a sense of hightech synthesis brought by the application of technology.The audience watched the motivation of Spring Festival Gala of Bilibili,the unique symbolic system constructed the virtual field of the ceremony,and the participants constructed a new relationship between themselves and others,thus completing the ritual sense of paying New Year’s greetings in the online cloud and meeting the emotional needs of the secondary groups.The content is accurately connected with the secondary core users vertically,and the comprehensive content is deeply in line with the youth group culture.The content pursues the principle of happiness,attracting pan-quadratic elements and groups of different ages.Participate in the construction of group emotion in the expression of circle language of bullet screen system,and form self-identity and identity.By investigating the communication effect of Spring Festival Gala of Bilibili,it is still defined as a minority party and a special program for the Spring Festival at the cognitive level.At the emotional attitude level,the audience gets spiritual happiness in the program,which stimulates a strong platform identity.With the development of Spring Festival Gala of Bilibili,it gradually moves closer to the mainstream culture and stimulates the audience’s feelings of home and country.From the behavioral aspect,the audience has formed a stable viewing habit,and the increase of program broadcast volume has not brought about the expansion of word-of-mouth effect,which reflects that the current development of worshipping the elderly is facing a certain bottleneck,and the control of the vertical audience is slightly weakened,and the recognition of new audiences has not yet been established.In the face of the difficulties of intergenerational transmission of cultural barriers and the misunderstanding of novel expressions,the cognitive confusion of value diversification and the tendency of commercial capital to wrap up in the entertainment industry,Bilibili needs to lead the youth group with mainstream culture and Universal values,and accept the supervision of society to improve the level of the platform. |
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