Research On The "Cuteness" Communication Practice Of Mainstream Discourse From The Perspective Of Encoding/Decoding Theory

Nowadays,the construction of mainstream discourse is facing numerous challenges,and communicators must change the mode of one-way communication to understand and integrate into the youth group.The Central Committee of the Communist Youth League,as one of the representatives of the successful construction of mainstream discourse among young people in recent years,its mainstream discourse "Cuteness" dissemination practice is worth exploring.The article takes Central Committee of the Communist Youth League on Bilibili as an example,and uses research methods such as content analysis,discourse analysis and in-depth interviews to sample and count the videos,pictures and texts it publishes,supplemented by in-depth interviews,combined with the "encoding/decoding" theory to analyze its mainstream discourse "Cuteness" dissemination strategy,as well as the differences and potential problems.From the results,it can be seen that about half of the content published by the Communist Youth League combines the symbols of cute culture,and this part of the content has gotten better data.The article summarizes the communication strategies of the Communist Youth League in terms of construction,topic,content,and interactive feedback.But at the same time,the audience has four decoding positions over the "Cuteness" dissemination practice —hegemony,negotiation,confrontation and creative decoding.The differences in decoding stem from differences in individuals,groups,and ideologies.The differences in the decoding of the audience also reveal some potential problems of the "Cuteness" dissemination practice,such as the proliferation of extreme nationalism and populism,the "echo chamber effect",the fragmented memetic propaganda,and kitsch tendencies.In this regard,the article also puts forward suggestions on the construction,content,way,and the guidance of public opinion.