Research Report On The Communication Effect Of The Central Communist Youth League In Bilili And Suggestions For Improvement Strategy

Marshall McLuhan said:"the medium is the basic driving force of the development of the society...each kind of the produce and application of new media,has marked we are entering a new era." The Internet has constructed a new form of society,which has influenced all aspects of people's lives deeply,including politics.Since the Eighteenth National Congress of the Communist Party of China,General Secretary Xi Jinping has underlined the significance of the era of all-media and media convergence.It has become an urgent issue to promote the development of media convergence and build a new mainstream media.However,media convergence is not just about the technology,the dominant position of the media would be challenged by various sub-cultures and the decentralization of the Internet.This paper starts with the typical sub-cultural community,bilibili.and analyses the communication strategies and effects of the CYLC in bilibili.With user creation as the foundation,animation and game as the core content,bilibili has developed into a creative and interactive cultural community,which has a strong influence among young people.Bilili is also showing a distinct sub-cultural characteristic,"Guichu",spoof and"Tucao" are the favorite of users.They reproduce the symbols of mainstream culture by collage and isomorphism,developing new meaning different from the original one.Since 2017,a group of mainstream media,represented by the "Communist Youth League Central"(CYLC),have been stationed in bilibili.Now.the CYLC has successfully broken through the siege and won more than 2 million fans,becoming the only mainstream media in the top 100 of the bilibili list.The CYLC uses video as the medium,stimulating nationalism and patriotism,and also spreads contents of Humanities and Science,daily life,animation and games,and so on.The CYLC has been supported by a large number of young fans.The results of quantitative research show that the CYLC has a great amount of the broadcast,and the audience's interaction and support rate are also excellent.Such a result can not be separated from successful communication strategy.The CYLC uses the expression of networking and intimacy to integrate into the bilibili community actively,narrowing the distance from the audience,attracting their attention by the topics such as animation,games and so on.Sometimes the CYLC even combines entertainment with serious political issues in the form of"Guichu" and "Tucao".While making friends with young people,the CYLC also actively plays the role of political communication,following the socialist core values,cultivating young people's patriotic feelings,guiding internet public opinion,improving political literacy and promoting political participation.Finally,on the basis of quantitative and qualitative research results,this paper puts forward further development strategies and improvement suggestions for the CLYC's communication in bilibili,aiming at providing some reference for the practice of new media political communication.