Research On The Mainstream Values Communication Strategy Of The Communist Youth League Central Committee On The Bilibili

In the complex communication ecology and diversified value environment,more and more people have developed the habit of obtaining information through new media,and the young generation has taken the Internet as the main way to obtain information.Many "we media" platforms have diluted the influence of traditional media,and party media are facing severe challenges.As a traditional party media,the communist youth league is deeply aware that the construction and work of the league will extend to wherever the youth are.When the vast majority of young people chat on WeChat,browse Weibo,look at Zhihu and play Tik Tok in the new media environment,in order to expand the coverage and leadership of the youth group,the central committee of the communist youth league must aim at the cyberspace and focus on opening up new platforms and new positions.In addition to the construction and improvement of "two micro ends",the central committee of the communist youth league also successively settled in Zhihu,bilibili,QZone,Jinri Toutiao,NetEase Cloud Music,Tik Tok,Kuaishou and so on,which combined with different characteristics of the platform to voice vividly.As one of the leading young cultural communities in China,bilibili is the fertile ground for the Central Committee of the Communist Youth League to guide and cultivate the mainstream values of the youth groups.Therefore,this paper selects the Central Committee of the Communist Youth League and bilibili as the research object,from 2016 to 2018.The video submissions of the Communist Youth League Central Committee on the website were analyzed and studied.This paper is divided into six chapters.The first chapter is the research background,research purpose and significance,research methods,research status and the innovation of this paper.The second chapter is the introduction and definition of related theories,including the application of this paper,the introduction of agenda setting theory,the introduction and definition of mainstream values,the introduction of websites and user groups,and a survey of the Central Committee of the Communist Youth League in bilibili.It has laid a theoretical foundation for the following analysis.The third chapter mainly uses content analysis.The law quantifies the submissions of the 1481 submissions of the Communist Youth League Central Committee on the website from 2016 to 2018,including the content classification of the video submissions of the Communist Youth League Central Committee,video title high frequency words,video issues,video sources,the analysis of the content attributes of the video.The fourth chapter summarizes the characteristics and shortcomings of the submission video of the Communist Youth League Central Committee in bilibili.The fifth chapter summarizes the communication strategy of the Central Committee of the Communist Youth League in bilibili from four aspects: "extensive coverage of state affairs","rational and in-depth content","fast positioning of young people" and "model into mind".The sixth chapter is the conclusion of the thesis.General Secretary Xi Jinping called on "it is necessary to do a good job in top-level design,build a new type of communication platform,build a new type of mainstream media,expand the scope of mainstream value influence,so that the voice of the Party can be spread more widely,and spread more deeply." Based on the analysis of the communication strategy of the Communist Youth League Central Committee in bilibili,this paper studies how the traditional party media can effectively shape the mainstream values in the network.In order to provide a useful reference for the dissemination of the mainstream values of other party media in the new media environment.