Organizational Media From The Perspective Of Media Situational Theory A Comparative Study

In the research of organization communication,the media of organization,such as party newspaper,organ newspaper and so on,have always been the key topic of research.With the development of the new media era,the media of the organization is no longer limited to the traditional organizational media,and many official users have emerged in the social media and vertical new media,such as the official Weibo,official We Chat and B station account number of the Communist Youth League Central.These official new media constitute a communication matrix,which is responsible for guiding adolescents and building ideology.Taking Merowitz’s media sentiment theory as the starting point,this paper makes a comparative study of the two organized media of the Chinese Communist Youth League,China Youth Daily and the new media matrix of the Communist Youth League Central Committee,and probes into their similarities and differences in media situation,behavior,media subject,communication strategy and text expression.Specific elements include:The first chapter explains the theory of organized media.For the general Communist Youth League members and youth groups,their organizational relationship with the Central Committee of the Communist Youth League is not close,and the identity of the members of the organization is difficult to provide them with enough sense of belonging to follow the ideology of the organization.This state of the Chinese Communist Youth League for the members of the organization,more inclined to an ideological symbol,is a storytelling system.The organizing media of the Communist Youth League Central Committee-China Youth Daily and the new media matrix of the Communist Youth League Central Committee-have accomplished the two important functions of the organizing media in the form of storytelling-" showing ideology "and" right " personal organization ".Therefore,the organizing medium is the carrier of the organization of culture,and the instrument of organizing ideology and the organization of the individual.The second chapter contrasts the two different media situations.As the carrier of the ideology of the organization,China Youth Daily itself is to provide a media place for the powerful gatekeepers and news producers to act in front of the district,and on the other hand to be the object of attention to the behavior in the rear area of the audience.Thus,it forms a distinct media situation composed of behind the scenes,in front of the stage and in front of the audience.In the new media,the construction of the media environment is actually a common "posterior zone behavior ".To try to present ideology and assimilation in vertical new media In terms of organizing media of members,a feasible way to grasp the media environment is to understand the behavior of the back zone in the environment and show the same behavior of the back zone,which results in the organization of media in the new media usually has a personified main body of communication.The "middle zone" behavior transmitted by the personified communication subject is more quasi-true,and the organized media can adapt to the media situation in the new media platform.The third chapter explores the communication strategies of the two in different media situations.China Youth Daily is the media main body of the organization,relying on the "visible behavior pattern" to form "values ",and then through the " values " to form " the basic assumption of course " to carry out ideological propaganda.Such media subjects and propaganda methods have endowed the China Youth Daily with the powerful ability to display ideology.The editorial office of China Youth Daily has the dual roles of "actor" and "screenwriter" in the media situation of "stage ",and their gatekeeper identity can ensure the singleness of ideology in the information environment,which is a pair of ideology The presentation of the state has a reinforcing effect.The new media matrix of "Communist Youth League Central" is a personified media subject,and its propaganda way is through the symbol’s escape and "opinion leader" in the behavior of "Central District ".This leads to its outstanding ability in organizing the assimilation function of the media,which can effectively show the "back zone" behavior and increase the cohesion and centripetal force of the members of the organization.The fourth chapter shows the different content of the two texts in different media situations.From the title point of view,China Youth Daily,whether news or communications,its content of the title is usually regular news headlines,this kind of title has a certain generality,is to the news content image summary.And the title of the new media matrix of "Communist Youth League Central" shows different characteristics with the specific content.For serious content,the "Communist Youth League Central" new media matrix will usually give it a general title,in dealing with non-serious content as much as possible to be formal and lively.Is to show as many stories as possible ideology of the organization.In the selection of content,the selection range of the new media matrix of the "Communist Youth League Central" is limited by the media situation,and the selection range is small.In handling the content,China Youth Daily tends to use regular news reports to tell stories from an objective perspective.And the media environment of the "Communist Youth League Central" new media matrix is a loose "Central" environment,so its content processing has a network and diversification trend.The conclusion suggests the communication strategy of the two.For China Youth Daily,strengthening the participation of the audience is the key point to enhance its communication effect.China Youth Daily is limited by its identity,so it is difficult to change its media situation on the carrier of newspaper.To strengthen its propaganda ability,the China Youth Daily should open up new media situations,such as cooperating with colleges and universities to promote behavior patterns within colleges and universities.For the "Communist Youth League Central" new media matrix,although its assimilation ability is strong,but there are ideological display is not strong enough.On the one hand,the problem is the information of the new media What the environment decides is hard to change.On the other hand,it is related to the number of fans in the new media that need to be operated for a long time,and the "Communist Youth League Central" new media matrix can use the organization as a political entity,the Chinese Communist Youth League,to diffuse and continue to increase its influence.