| Youth is sculpted by the epoch.The epoch is also affected by youth in turn.Effective public opinion guidance for youth groups will lead them to good outlook in life,world outlook and values,which is related to their healthy development and to the changing times.The new media of the Central Committee of the Communist Youth League of China(CYL)has been suddenly rising in recent years,whose influence is almost equivalent to the new media of People’s Daily.The new media of the CYL often dominate the happened network events,which proves its strong agenda setting ability.This article takes the new media of CYL as the research object,and takes the data of its social media as the research sample.Using Natural Language Processing methods such as Chinese Word Segmentation,Word Frequency Statistics,Keyword Extraction and LDA Topic Modeling,which is bounding with qualitative research methods such as Discourse Analysis and Case Studies,to study the operation strategy of the new media of CYL from the aspects of agenda,text,community and opinion guidance.At the agenda level,the CYL regards current affairs and entertainment as the common interests of youth groups,and actively participates in hot network events,which breaks the barriers in different communication circles.At the text level,the CYL has formed a diverse and vivid discourse expression style,and a value bias with nationalism.It has shaped a distinctive personality image and has made differences from other government’s new media.At the community level,the CYL firstly connected the core nodes of the social network adored by youth groups as its core communication circle layer,and then cultivated the key nodes relatively far from the center of the social network as the middle circle layer.These actions break through the "silent spiral effect" in fragmented transmission environment and increased the "accessibility" of different youth groups.Finally,it also builds a cooperative mode of discourse organic production through the outer circle layer,which is mainly composed of content producers and distributors.In terms of public opinion guidance,the new media of CYL takes three measures to achieve its goal: breaks the "silent spiral effect ",circumvents the "echo chamber effect",and take nationalism as the core value to deal with the "consensus break". |
