Research On Social Media’s Interpretation Framework For Public Issues ——Take The Videos Of The Topic Of Garbage Classification On The Douyin Platform As An Example

In the new media era,changes in the media landscape have given audiences a great right to express and speak on public issues.Media technology empowers audience discourse,and social media,especially short video platforms,has become a stage for audiences to present their cognition,construct frameworks,and express emotions.In this context,the topic of “garbage sorting” that has been dormant for many years has re-entered the public’s vision with a strong and imminent posture,followed by a compulsory and strict policy implementation system.The upsurge has been announced on major new media platforms.Does the audience’s bottom-up individual narrative,issue interpretation,and framework presentation of "garbage classification" conform to the policy itself conveyed by the issue? What are the characteristics presented? The public’s understanding and expression of the topic of "garbage classification" not only relates to the policy’s next direction of implementation,but also helps our understanding of the spread of public issues on social media.In this context,this article takes the popular videos under the topic of jitter platform #Garbage Classification # as the research object,and takes frame theory,Hall’s coding and decoding theory,William Stephenson’s mass communication game theory,and visual rhetoric discourse analysis As a theoretical support,the theory uses the literature analysis method,content analysis and text analysis method to first refine the connotation of the policy agenda of the "garbage classification" issue,and then systematically analyzes the characteristics of the "garbage classification" issue on the Douyin platform,audience communication and Interpretation framework and visual rhetorical discourse characteristics,and explore the deviation of the audience’s interpretation framework against the policy agenda.The research finds that the agenda of netizens presented by the new media deviates from the policy itself.The main points are: 1.the presentation of the audience couples the individual’s emotional expression and value demands;2.the policy agenda emphasizes the ecological civilization behind the topic of "garbage classification" The concept of environmental protection and the values ??of green sustainable development,while the values ??and ideas output by the netizen agenda are diverse and scattered.The new media’s interpretation of the connotation of public issues also shows the recreational dilution and the reconstruction of multiple value outputs,which are specifically manifested in:（1）The spread of the "garbage classification" issue on the vibrato platform shows that people are the visual center and focus on Creating scenes,immersing narratives,and a clear entertainment discussion framework;（2）The audience’s interpretation of the topic of "garbage classification" stays on the surface,implies emotional expression,lacks in-depth analysis and thinking of the topic,and to a certain extent dilutes the "garbage classification" "The environmental benefit behind the issue;（3）The spread of the issue of" garbage classification "enshrouds multiple social values.The issue shows the characteristics of discreteness and extensibility.At the same time of reconstruction,there is also a phenomenon of dilution of the noise.