A Study On The Development Strategy Of CYL Weibo

The Weibo, which combines media and social nature, brought change to information communication structure in China and people’s way of accessing to information, and promoted the important transition of people’s information expression, communication, social contacts and way of thinking. As the major Weibo users, Weibo has had profound and wide influence among young people, changing their way of thinking, living and behaving. China Communist Youth League shoulders great responsibility of guiding young people and therefore Communist Youth League Weibo becomes the new media platform of guiding and serving young people.This paper will elaborate in five chapters with CYL Weibo as the research target.The introduction chapter will introduce the background and meaning of the research, comb up and list the current research and outcomes on Weibo at home and abroad, Government Weibo and CYL Weibo, briefly introduce the theories like political communication, public administration, agenda setting, application and satisfaction, the Spiral Of Silence and some other relevant theories in politics and communications and explain the plan, structure and methodology of this paper.Chapter one is overview of CYL Weibo. It will define the CYL Weibo, categorize into CYL institution weibo, CYL work weibo and CYL personal weibo, and analyze CYL Weibo’s communication pattern through weibo’s specific communication features. The paper will put forward that the communication feature of CYL Weibo includes specified communicator, diversified topics and active participation of viewers and carry out comparative study with other personal weibo (include grassroots weibo and celebrity weibo), other governmental weibo, weibo by foreign governmental agencies at China, and corporate weibo.Chapter two is history and current situation of CYL Weibo. First of all, the paper will point out that the background of CYL weibo is the popularized digital reading and governmental weibo in the time of media development. Then, the paper will comb up and review the development path of CYL Weibo from scratch. Based on that, the paper will deeply analyze the scale, influence and coverage of CYL Weibo through methods like statistics and case studies with Wang Yusong’s weibo as one case and therefore portrait and describe the current situation of CYL Weibo.Chapter three is current problem of CYL Weibo and their reasons. On the basis of the above-mentioned chapters, this paper will point out the problems like unclear self-orientation, insufficient interaction, rigid linguistic style, lack of coordination and mechanism, and functional shortage in terms of mind guiding. The paper will analyze the causes of these problems and believe the main causes are limited understanding of new media, lack of ability in agenda setting and short of administrative mechanism.Chapter four is development strategy of CYL Weibo. On the basis of analyzing CYL Weibo’s advantage, problems and shortcomings, the paper puts forward four suggestions such as to identify the orientation of the CYL weibo and improve managementmechanism; to strengthen training, and encourage the whole CYL system to open weibo accounts; to enrich content supply and build brands; and to cultivate opinion leaders and occupy the media high ground.The last chapter is conclusion. The paper will point out that although the CYL Weibo has had certain influence, it still has a long way to go from research to application and from theory to practice due to various constrains.