Research On Weibo Mobilization Of College Admissions From The Perspective Of Emotional Practice

The policy of college enrollment expansion has prompted higher education to gradually shift from a "seller's market" to a "buyer's market".While the majority of candidates and parents have more rights to choose schools,colleges have therefore entered an unprecedented age of marketization.In order to gain more exposure and higher reputation in the flood of information and activities,colleges and Micro Blog have planned a long-span and large-scale mobilization of recruit students.Mobilization in public space is inseparable from the "emotion".The cognition that education changes destiny leads to the overload of family and personal expectations.And the intervention of the media has promoted the transformation and contagion of private emotions,intensified the state of education anxiety in the entire society,and created a situation for emotional mobilization in the end.In this situation,colleges have changed their enrollment methods,which were mostly introduction and guidance,and instead used students' "expectations" on target scores and dream colleges to plan popular interactive ceremonies.And then,they realized the objective of discourse consensus,identity consensus and cognitive consensus with the mobilized group,and finally reached the emotional consensus.At this time,with the approval of the mobilized group,the mobilization is completed and successful.However,the mobilization took place in the capital space represented by the Micro Blog after all.In the logic of exchange of commodities,it inevitably presents the characteristics of labourization and marketization.We discover that recruit students are confined to the circle of media grabbing and pursuit of indicators.At the same time,higher education is also facing a crisis in society which increasingly emphasizes usefulness and competition.Therefore,we should actively explore more appropriate mobilization methods in this great "entertainment to death" trend.