From The Communication Play Theory Perspective:Research On The Young-oriented Communication Strategy Of Politics & Law We-Media

With the implementation of the overall layout by "Network publicity Team" created by the CPC Central Committee of Politics and Law,the New Media team of politics and law continues to grow up in the network.A number of We Media operated by "police","traffic police","border police","veterans"," medical examiner" and "law teachers" have emerged on the network platforms mainly based on video social media.Among them,Uncle Damo makes its account full of young-oriented-style through gamification communication,which has a wide influence among the youth group of Bili Bili.In the communication case of Uncle Damo,We-media in the field of politics and law perfectly fit with the characteristics of youth groups on video social platforms,forming a good communication relationship.Politics & law We-Media play a role of bridge connecting the political system and youth groups.This fully illustrates the unique role of such We-media in politics and law publicity.livehoodThis study will take the fact that "Uncle Damo has gained attention among the younth group of Bili Bili as the overall research object,which based on the research methods of Case analysis and text analysis.Then comprehensively studies,inducts and summarizes the characteristics of Uncle Damo’s video,and discusses its relationship with the youth group on this basis.Through the data analysis of 384 videos posted by Uncle Damo on Bili Bili,it is found that Uncle Damo’s videos are highly personal,who takes “funny” as its main element,Vlog as its main style.The contents include "anti-fraud","anti-penetration",and "anti-rumor",etc.,which are needed by politics and law publicity,as well as the life part about "food","cute pets","beach combing" and "rural life",etc.,with the latter part occupying the main aspect.Uncle Damo creates and disseminates videos in many gamified ways,such as elaborately designing gamified characters through pompous performances,adopt a highly interactive way to form young-oriented style narrattion,and interacting with games through subculture communication that young people are willing to participate in,so as to narrow the psychological distance with young people.Finally,a new type of police public relations formed.The breakthrough made by Uncle Damo in the publicity of politics and law among youth groups shows to a certain extent that politics and politics & law we-media represented by Uncle Damo have made certain progress in both the publicity ideas and the thoughts of youth groups with their network subcultures.On the one hand,cybernetics,which used to regard communication or propaganda as "control",has been changed in the context of the Internet,and "control" has been replaced by communication,interaction and games.On the other hand,previous studies adopted the results of subculture studies in the United States and Britain,and regarded the subculture of youth groups as "symbolic transgression" or " rituals of resistance ",which has been changed in the fundamental reality.The dissemination of youth groups is no longer a conquest or inclusion,but a kind of communication,interaction and game.Through the gamification of communication,the results obtained by Uncle Damo in online publicity inspire a more open,inclusive and innovative pattern of politics and law publicity.