A Study On The Public Opinion Guidance Of CYL Weibo

"The Communist Youth League Weibo" refers to the official Weibo related to the Communist Youth League(CYL).In addition to the most iconic and typical Weibo account-the Central Committee of the CYL,it includes the Weibo accounts of various departments of the CYL,Weibo accounts of provincial CYL committees and prefecture-level CYL committees,and other organizations CYL committees(such as universities)Weibo accounts and CYL personal Weibo.With the development of new media,the official Weibo has been playing an increasingly important role in the propaganda work of CYL.The numerous CYL Weibo accounts have gradually developed into a huge system.At present,the influence of CYL Weibo has become a powerful force in public opinion guidance.This project aims to explore the specific paths and methods of CYL Weibo to carry out public opinion guidance.The paper adopts research methods such as literature analysis,content analysis and case analysis,and comprehensively uses the knowledge of communication,politics,and public management to conduct research.The paper has been divided into five parts.In clarifying the research background and significance,systematically combing the research status and introducing the theoretical basis of the research,the author summarizes the three stages of the development of the CYL Weibo and analyzes relevant data,and then depicts the hierarchical structure of the CYL Weibo system.From then on,we can understand the structure and influence of the CYL Weibo system and reveal its significance in guiding public opinion.The combination of case studies and general descriptions is a feature of this paper.The author selects the Weibo account of the Central Committee of the CYL as a focus point.On the one hand,it is because of its representativeness and its core position in CYL Weibo system.On the other hand,it is because of its powerful leading role and "direction indicator" effect.In this paper,an in-depth study of the Weibo account of the Central Committee of the CYL,especially a detailed quantitative analysis of its content presentation and discourse structure is conducted.At the same time,using C.I.Hovland's persuasion theory,the author put forth effort to explore the multiple factors that influence the public opinion guidance of the CYL Weibo from the perspective of source credibility and contents of communication.Based on the case analysis,the author further conducts a dialectical analysis of the status of CYL Weibo system in public opinion guidance.On the one hand,the paper points out the active exploration of the construction and operation of the CYL Weibo system.On the other hand,the author considers about the deficiencies and causes of CYL Weibo's ability in content dissemination and public opinion guidance.Then,the author carries out comprehensive on the deficiencies of CYL Weibo in content dissemination and public opinion guidance.At the end of the paper,the author explores the specific paths and methods of the CYL Weibo's public opinion guidance.On the basis of analysis,the paper puts forward some suggestions such as improving management;enriching content;clarifying CYL Weibo's functional orientation;encouraging the whole CYL system and exerting matrix effects.The author also expounds personal opinions on the future development direction of CYL Weibo.