Analysis On Li Peigen's Sought-after Speech At The Graduation Ceremony

Huazhong University of Science and Technology president Li Peigen's speech in the2010 session of the undergraduate commencement called"memory" is very sought-after ina short period of time. President Li has became a star ; this speech named "memory" hasbeen crazily reproduced through various media, because the speech used the networkbuzzwords in the large-scale, thus not only made some network buzzwords catch attentionagain, but also bring birth of some new Internet catchphrases.President Li and his speechboth has became controversial topics.The reason why President Li's speech is so sought-after is that special speech at thegraduation ceremony, diversified distribution channels and the growing autonomy andclearly targeted students who is the main audience, etc. This paper analyses the causes ofthe speech's pupularance from the perspective of communication, to provide somereference of thinking.The thesis is divided into five parts.The first chapter is an introduction which mainlydescribes the origin of selected subject, significance, literature review, the definition ofrelated concepts, research methods and theoretical support as well as research innovationand difficulties.Introduction section also outlines president Li's speech in the 2010 sessionof the undergraduate commencement, introducing the speech's production of a sensation,and the intense discussion; the second chapter is "the network buzzwords in the speech",mainly analys ing the network buzzwords in the speech (before the speech and after) andthe presentation of the complementary relationship between the network buzzwords andcommunication effects; the third chapter is "analysis on President Li's speechcommunication process", mainly divideding principal stages of speech communicationand analysing the media, process and mode, applying "agenda setting theory and "uses andgratifications"etc.to probe the reasons; the fourth chapter is "accurate audience-positioning", mainly analysing the audience's media-using habits and acceptance of selectivity,including the presentation of the main audiences, the audiences and audiences of networkapplications and the groups they belongs to; the fifth chapter is"optimize the controlledfactors during the communication process ",providing suggestions from the grasp of the audiences' psychological and demand,improving thecontent and dissemination, expandingdistribution channels and increase the interaction .