The Study Of The Civic News Under The Perspective Of The Play Theory Of Mass Communication ——Taking “The 1818 Golden Eye” As An Example

From “Hairline Boy Xiao Wu,” “Handsome Little Zhang,” to “Writer Zijin Chen on 1818,” The 1818 Huang Jin Yan,a local civic journalism program in Zhejiang,has been gaining attention for its trivial but interesting reports.To date,The 1818 Huang Jin Yan has been broadcast for 18 years.As a traditional program which has gained sudden popularity since 2018,it has been discussed by different scholars from the perspectives of media convergence,content output,and others.However,in the current context of the times,people's motivations to view and ways of understanding civic journalism have changed.As a result,insights from leading theories alone are insufficient.William Stephenson's play theory of mass communication,which belongs to the non-mainstream of the communication field,is based on subjectivism and emphasizes the joyful and pleasurable experience in communication.This “play-like” state makes the formerly stagnant and dull audiences “come to life”.The subversion of the transmitter center is highly in line with the current online communication context of civic journalism;It is a respect for the subjective needs of the audiences.Civic journalism is people-oriented,focusing on people's everyday life and featuring the emotions and behaviors of the “people.” For example,the anecdotes fervently talked about by the neighbors share the same logic as the “humanism” of the play theory of mass communication which emphasizes pleasure and experience.As a result,interpreting the civic journalism industry from the perspective of the play theory of mass communication helps to explore the real orientation of users.Based on this,this paper attempts to analyze The 1818 Huang Jin Yan as a representative of civic journalism from the perspective of the play theory of mass communication,based on the current increasingly obvious landscape of the play theory of mass communication,so as to leverage a new perspective to explain the laws of its communication,the characteristics of its development,and its strategies into the future.This paper based on comprehensive study methods which of participatory observation,literature analysis,case study and interview.Through investigation,it can be found that from the perspective of communication game theory,with the advent of surplus era,the audience's participation in the dissemination of livelihood news is mostly out of the need to entertain themselves,and in the meanwhile the entertainment value of livelihood news is amplified under the appeal of play.In a gesture to meet the interests of the audience,the media highlight the conflicts and reverses in the content,maximize the diversity in the form of communication,promote the convergence of choice in the way of “list”,enhance people's livelihood news immersion,and further achieve social control;In addition,the cross-temporal interaction of emerging media also strengthen the vitality of livelihood news,thus achieving a communication pattern of strong emotional connection and weak social connection.In view of the communication characteristics found,the author puts forward countermeasures from four aspects of livelihood news content,audience,channel and media literacy,and proposes references and suggestions for the vigorous development of livelihood news.