Research On The Communist Youth League Central's Communication Strategy On The Bilibili Platform From The Perspective Of 5W Theory

At present,information network technology is developing rapidly and is widely used in many fields of social life.Various new media technologies and new media platforms based on network technology are flourishing,which profoundly affects all aspects of people's lives.New media not only has a huge impact on traditional media in terms of application concepts,implementation processes,and communication models,but also provides a new perspective and opportunity for China's political communication.The Communist Youth League(CYL)is a group of advanced youths led by the Communist Party of China(CPC).It is a school where young people learn socialism and communism with Chinese characteristics in practice.It is an assistant and reserve army of the CPC.As the main force for educating and guiding young people,CYL has trained and delivered a large number of new forces and backbones for the party.Since the 18 th National Congress of the Communist Party of China,General Secretary Xi Jinping repeatedly emphasized the significance of media integration in the era of allmedia.Promoting the development of media integration and building new mainstream media have become an urgent topic.As a traditional party media,CYL deeply realizes that where the youth is,the construction and work of the Youth League will be extended.In this background,the Communist Youth League Central(CYLC)began to make full use of the new media platform to establish an official account including Microblog,WeChat,and the Bilibili Barrage Video Website.The ideological and political work of young people aims to enhance the sense of identity of the political organization and the correct guidance of the spiritual and value levels.As of 2020,the CYLC has successfully settled in more than ten new media platforms.Bilibili platform is a creative and interactive cultural community based on user creation,with animation,games and other secondary elements as the core content.It is an important platform that profoundly affects the value perception of the majority of teenagers.In 2017,a group of mainstream media accounts represented by the CYLC entered the Bilibili platform and received widespread attention from users of the platform.After three years of exploration and development,the CYLC has nearly 7 million fans and won a large number of young netizens' love,thus becoming a kind "tuan tuan" in the user's mouth.The CYLC has effectively explored the integration of mainstream media and new communication platforms in the context of new media through the practice of communication on the Bilibili website.It has changed the official,stereotyped and serious image of the past,and has actively expressed through the network and intimacy.Incorporated into the online community,harvested positive communication effects,realized effective information exchange with the communication objects,actively played the role of the CYLC as the core value of socialism,cultivated the patriotic sentiment of youth,guided the mission of online public opinion.The research is based on the perspective of communication and selects Harold·Laswell 's 5W theory to analyze the communication strategy of the CYLC's account on the Bilibili platform in detail.It attempts to disseminate the five communication elements of subject,object,channel,content and effect.Start to analyze the internal reasons why the CYLC uses the new media platform to achieve effective communication.In this paper,through the use of literature analysis,case analysis,indepth interviews and other research methods,on the basis of analyzing the mission of the main body of communication and the characteristics of the audience,in-depth interpretation of the CYLC on the Bilibili platform to spread content and how to choose the means of communication to meet the audience's preferences and needs and the realization of the CYLC's own communication goals,and then from the broadcast,like,comment,barrage,coin and other data to evaluate its communication effect,and finally use the 5W theory to provide further countermeasures for the further development and deepening of the CYLC.At the same time,it also provides a useful reference for other party media to spread the mainstream values in the new media environment.