Research On The Communication Strategy Of Contemporary Urban Drama’s Official Microblog From The Perspective Of Agenda Setting

In recent years,as the country adjusts the production of TV series with different themes,the number of contemporary urban TV series has increased.Among the TV dramas that have been completed and obtained distribution licenses in 2021,the proportion of contemporary urban dramas ranks the first among the TV dramas of various subcategories.With the advent of the multi-screen communication era,audiences are no longer limited to using a single media to obtain information,but choose to interact with multiple media.In the face of the changes in the media environment,the spread of contemporary urban drama has also been subtly affected.In addition to TV and video sites,contemporary urban dramas have turned their sights to social media,which has a wide and active audience.Among them,the official microblog,which is authenticated and authoritative in information release,has become an important communication front for contemporary urban dramas on social media.As a classical theory of journalism and communication,agenda setting still has strong power in the context of media convergence.In the face of the urgent communication needs of contemporary urban dramas,it is worth considering how to achieve excellent communication effects through agenda setting on their official weibo.So the contemporary urban official weibo communication strategy,summarizes the advantages of its communication strategy,found that the communication strategy is insufficient,thought the improvement direction of the communication strategies,both to improve the show audience with weibo user satisfaction with retained degrees,can also help the contemporary urban drama ratings and playback volume growth.However,the research on the communication strategies of the official weibo of contemporary urban dramas is not perfect at home and abroad.Therefore,relevant research should be put on the agenda.With the help of content analysis method,this thesis conducts research based on the theory of agenda setting by taking the blog posts of the official microblog of contemporary urban drama as samples.The current communication strategies of the official microblog of contemporary urban drama are summarized as follows: Weibo page design,the personification of operators,setting up the high frequency image of the core issues,attaches great importance to the agenda set and relay,weibo release time dispersion throughout the day,release more drama actor related content,change the secondary issue,important to listen to your users microblogging issued notice to audio-visual combination,with the help of a hot topic to attract users attention,often emotional tone is added in the issue,etc And so on.Through the collection and analysis of microblog user interaction data,it can be found that the communication strategy implemented by the official microblog of contemporary urban drama plays an important role in guiding the public agenda,stimulating user interaction and enabling information dissemination.However,there are also shortcomings,such as deviation from users’ needs in the form of communication,mechanized agenda setting before and after the drama broadcast,and random release time of weibo.In view of the existing problems,we can think about the optimization direction of the communication strategy of the official microblog of contemporary urban drama from the aspects of improving the frequency of material release,enriching the form of online activities,not letting go of marginal issues,changing the main communication form,paying attention to the integrity of agenda setting,adjusting the time of microblog release and so on.