| Youth are the future of the motherland and the indigenous people of the internet age.Youth is at the end of life,its values are not yet mature,and the cultural output of the online world is uneven.Therefore,there is a need for government-level intervention to guide youth in official discourse.As the main new media window for government affairs for teenagers,the We Chat public account of the Communist Youth League is an important network position for publicizing mainstream culture and guiding young people’s thinking.How to construct a discourse system and speak well to the mainstream voice of young people with a strong subcultural atmosphere has become an important field worth studying in the discipline of communication.In this study,the typical representative "Guangdong Communist Youth League" in the provincial Communist Youth League government affairs We Chat public account was selected to study its discourse system.The number ranked first in the2021 National Provincial League Organization We Chat Comprehensive Impact List with a WCI index of 1745.Based on Van Dijk’s discourse research theory,this study uses the literature method,case study method and text analysis method to explore the discourse context,discourse content and discourse function of the "Guangdong Communist Youth League" We Chat public account,and summarizes the discourse construction strategy on this basis.The research shows that in terms of discursive context,the social context of the number has a distinct regional and political nature;The cultural context presents the confrontation and integration of mainstream culture and subculture,foreign culture and traditional culture;The communication context is a good and bad network environment,with diversified information and fragmented reading.In terms of discourse content,the title uses a lot of rhetoric,full of emotional attitudes,and uses network slang,which is interesting;The cover image adapts to the subject matter and has diverse semantics;The topics are rich in themes,with both domestic and foreign perspectives,closely follow current affairs,do not lag behind news events,and the topic settings are more flexible,not bound by rigid and fixed patterns.In terms of discourse functions,the number has obvious functions: environmental monitoring,public opinion supervision,government affairs openness,knowledge education and convenient services;Implicit functions: value guidance,cultural identity,and political development.In terms of discourse construction strategy,the number mainly constructs social identity through authoritative official discourse;setting an example and guiding the public through professional elite discourse;Youth expression through subcultural discourse.The discourse system of the "Guangdong Communist Youth League" We Chat public account has both reference value and room for improvement.It enlightens the operators of government affairs We Chat to link with reality,based on the discourse context of social and cultural background,formulate strategies according to the characteristics of users’ thinking and behavior,use discourse expressions close to young people,strengthen value guidance in content services and guidance,and truly achieve interesting and useful discourse dissemination. |
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