Research On College Students' Participation In Political Communication Through Social Media—Based On An Empirical Survey Analysis

In recent years,the party and government pay more and more attention to online political communication.New means and contents of political communication emerge in an endless stream,and the establishment of communication channels gradually moves towards the concentration of Internet users--social media.As a major consumer of cultural products and a major user group of social media,college students' participation in political communication activities is a problem worth paying attention to.This paper mainly discriminates political participation from three dimensions of political communication: political persuasion,political communication and political rhetoric,and studies the specific behavioral characteristics of college students' participation in political communication in different types of political communication based on five measurement criteria of attention,search,identification,sharing and action in behavioral research.There are three main questions to be explored: whether college students' participation in political communication is driven by themselves or by the external environment;The content selection of political communication among college students in social media is based on the quality of the content itself or the sociability.What are the factors influencing college students' participation in political communication and what are their characteristics?So far,this study has found that the main reasons for college students to participate in network political communication are based on personal interest and social responsibility,which are relatively subjective and lack of long-term attention or participation in political topics.People with relatively higher and lower levels of education are major participants in political communication.The enthusiasm of political participation of the latter is higher than that of the former,but the degree(ability)of political participation is lower than that of the former,especially in the way of political participation.Factors influencing college students' participation in political communication include media contact habits,political participation ability and individual differences.The media contact habit of college students is highly dependent on mass media and social media.The ability of political participation affects the depth of college students' participation behavior.Individual differences affect college students' consciousness and ability of political participation.Finally,this paper also analyzes the participation behaviors of different political communication from the perspective of college students,finds out some existing problems,gives specific Suggestions on how to deal with them,and summarizes the general methods of political communication.It is hoped that it can help the political communication activities of the communication subject.