Analysis Of The Content Presentation Of “On The Road Store”under The Frame Theory

Public's way of receiving information has major changed in the Internet age.Different information relies on various network media to continuously reach the audience and create the possibility of dialogue and communication.We Chat is an important milestone in the Internet era.Among them,the We Chat official account has become a prominent example among many online media,and it also provides a new development platform for content creators.In addition,the main body of practice in the cyberspace is mainly young people,and their favorite content has also obtained a great development space.According to the GSdata,the "On The Road Store" ranks third in the list of subcultural public accounts.It is a popular youth subcultural public account.At the same time,it has gone through multiple development stages such as magazine,public account,commercial platform,physical space,and offline media.It has a certain practical significance on the presentation of youth subculture in the new media space.Domestic research on youth subculture is almost speculative research and qualitative research on youth subculture groups and phenomena.This paper uses the manner of Frame Theory to study the content presentation of "On The Road Store" in order to find new research direction.Based on the characteristics of the official account,it conduct quantitative analysis from the four aspects,including article title,body content,interactive symbols,and effect indicators to analyze the characteristics of the content frame of "On The Road Store" official account.Then it summarizes and explores problems in terms of overall characteristics deeply.It found that "On The Road Store" has its own exclusive content presentation characteristics.It highlights youth subculture with sharp content styles and prominent group characteristics."On The Road Store" article content is close to daily life with prominent form of article marketing and click bait.After unblocked,it becomes moderate and diverse.On the whole,"On The Road Store" builds a cultural interactive space for young subculture followers,in which members with unique identity attributes engage in online social and entertainment spree.It blends youth subculture with commercial power with prominent audience-oriented marketing features.It uses youth subculture as a meme for creative communication in the digital space.In addition,there are still some problems with the content presentation of the official account.The solidified taste forms an enclosed space,and the cultural compilation weakens its own style.The communication limitation strengthens the cultural prejudice while the irresponsible production causes a cultural crisis.After that,it is explored that the official account should form a diversified coexistence of its own cultural content while the incorporated content needs to strengthen the cultural style.At the same time it ought to promote the change of content presentation methods actively as well as focus on the high quality production of cultural content.