Applied Research Of New Media Communication In The Work Of The CYL

At present,with the development of society and economy, the technology has progressed,new media represented by the Internet, smart phones develops rapidly, which enrich the forms of media and reorganizes the media situation. New media not only have showed the charm which brought by the information technology based on its own characteristics, but also have a profound impact on the political, economic and many other areas of life as a new form of media, especially for the majority of the youth who have been influenced broader and deeper. New media has changing their lifestyles, ways of thinking, behavior and communication methods. The Communist Youth League entrusted with a glorious mission which is guiding the youth. Hench, the CYL should keep up the pace of the information society, actively making good use of new media to guide and serve the youth better.The article has been divided into five parts, the introduction and four chapters. Introduction:proposed research background and significance firstly; then summarized "new media communication"," the work of CYL ";next elaborated the theoretical resources of this research, including "uses and gratifications " theory," agenda-setting " theory,"media literacy" theory; followed by the core concept definitions; proposed the research framework and research methods at last. The first chapter is about the relationship between CYL and new media applications, including new media, its impact on the youth, and the opportunities and challenges CYL faced by new media. The second chapter is about the new media application in the work of CYL, including the review of the application situation, the current situation and the types and features. The third chapter is about problem the CYL faced in the work of new media application and their causes. The fourth chapter is about the optimized path of new media application in the work of CYL which expounded from three aspects:macro, meso,micro, including establishing the scientific concepts to improve the organization design, constructing new media working mechanism and optimizing the organizational resources.