Research On The Character Setting Of The New Media Matrix Layout Of The Central Communist Youth League

In the new media platforms,the Central Communist Youth League has not only entered into two social media platforms,WeChat and weibo,but also opened accounts on the barrage video website ‘Bilibili' and the online Q&A community ‘Zhihu' to form a multi-point linkage to a communication matrix.As one of the political party organizations that undertakes to promote the mainstream ideology of the country,the Central Communist Youth League's new media matrix tries to create an new media character ‘TuanTuan' to narrow the distance with the youth groups.The ‘character setting' is the setting of characters,which can be understood as the specific image of the communicator with the distinctive internal and external features displayed to the public through the mass communication channel actively or passively for the purpose of attracting the audience.Creating a character setting has become a widely-discovered dissemination skill for opinion leaders and famous persons on the web.In the area of political communication,many central agencies and government officials have also tried to demonstrate specific communication images.For example,they have used government affairs microblogging to demonstrate the positive outlook of local governments in serving the public and the good image of officials who love the people.The Central Communist Youth League is the typical case of our country's political party organization and has carried out more comprehensive explorations in shaping the image of new media communication.This article will combine the environmental background of the current network of political communication,taking the new media matrix of the Central Communist Youth League as a case study,and conduct research on the shaping practice of the new media people set up by political parties.The thesis is divided into five parts,namely introduction and four chapters.The introduction elaborates the background,significance and purpose of this research,and makes literature review,and forms the idea and framework of the study,determines the research methods,and recognizes the innovation and difficulties of the research.The contents of the second chapter include defining concepts such as ‘new media matrix' and ‘character setting',and analyzing the characteristics of the current political network communication environment of the Central Communist Youth League,and expounding its overview of the new media matrix layout.The third chapter,on the basis of fully analysis the case,I explore the internal logic of shaping the practice of shaping the new media character setting,and makes clear whether the attempt of the Central Communist Youth League and other party organizations to shape the character setting is of importance and necessity,then mainly use the content analysis method to analyze the practice of shaping the character setting of the Central Communist Youth League from the perspective of disseminating content and communication strategies,and based on this,summarize the features of the new media of the Central Communist Youth League.The fourth chapter puts forward the problems existing in the Communist Youth League Central Committee's process of shaping new media character setting,tries to put forward solutions,and discusses from the perspective of individual cases to the categories of political party organizations.Finally,in the epilogue,the prospect of further research and exploration is briefly discussed.