Research On The Communication Strategy Of The Communist Youth League Central New Media Account

With the development of network technology,the rapid rise of new media has had a huge impact on traditional media,and the way in which contemporary young people acquire information also relies more on online channels.However,subculture phenomena in the Internet space have emerged,and spoofing and nonsensical subversion behaviors have emerged.It is its basic characteristics.The traditional serious culture including mainstream ideology has the risk of being deconstructed.How to approach the youth of the Communist Youth League as the party media and occupy the position of Internet public opinion has become an important issue of practical significance.This study uses the content analysis method,case analysis method and online participatory observation method.The purpose of this study is to analyze the positioning,functions,content characteristics,and dissemination of the account number of the Communist Youth League Central Station B station by analyzing sample videos of the submissions of the Communist Youth League Central Station station B.Strategies and existing problems,and put forward corresponding improvements and suggestions for the deficiencies in current communication.The study found that Station B,as an online community where subcultural groups gather,has become the primary position for youth reform in the Central Committee of the Communist Youth League.The Communist Youth League Central Station B account plays an active role in setting important agendas,inspiring patriotic enthusiasm,and improving youth political literacy while disseminating mainstream values.Since entering Station B,the Communist Youth League Central Committee has adopted a series of corresponding strategies in order to integrate into its subculture environment: 1.Change the discourse mode and integrate into the station B subculture environment in a way that is more acceptable to young people;2.Shape the personality image and take the initiative to lower Posture;3.Cooperate with the self-media to submit videos to produce video content that is close to youth culture;4.Intentionally shape "Idol" characters for patriotic education.The practice of these strategies has gathered a large number of fans for the Communist Youth League Central Committee,and has attracted the attention of young netizens.However,the Communist Youth League Central Committee still has deficiencies that need to be improved,such as less original content,delayed interaction with netizens,and the tendency of excessive entertainment.Finally,based on the above research,this article summarizes the following suggestions for improvement and enhancement: 1.Add original content to ensure the quality of the work;2.Strengthen interaction with users and give feedback to netizens' comments in a timely manner;3.It must always be in the process of dissemination Maintain political authority and prevent excessive entertainment;4.Dare to speak out on major political and social events and be a key opinion leader with an attitude and a stand;5.Set an example and guide young people to establish correct mainstream values.The Communist Youth League Central Committee uses the more accessible approach of youth groups to combine entertainment and serious political issues,actively integrate into the online subcultural community,and narrow the distance with the youth.While making friends with young people,the Communist Youth League Central Committee It also actively exerts the function of political communication,is guided by the core values of socialism,cultivates patriotism among young people,guides young people's thinking,and fulfills the mission of improving political literacy and promoting political participation.