Research On The Shaping Of The Communication Style Of The Main Theme Of The "Chinese Communist Youth League Central Commitee"on Bilibili

With the development of Internet technology,the rapid development of new media has brought new opportunities and challenges to the main theme dissemination of traditional mainstream media.Carrying out the main theme work in the new era is not only the party’s requirement for the domestic media industry,but also the mission of all media workers.As an advanced youth organization led by the Party,the Communist Youth League knows where the youth are,and where the Communist Youth League should be established.Now,young people gather online,so if the Communist Youth League wants to serve young people,it must establish its own communication position on the Internet.While the Central Committee of the Communist Youth League has built and perfected the "Weibo,We Chat,News Client",it has also successively settled in platforms such as Zhihu,Bilibili website,and Douyin,and combined the characteristics of different platforms to create different styles and characteristics.Among them,the Bilibili website,as a leading young cultural community in China,is also a fertile ground for the Central Committee of the Communist Youth League to disseminate the main theme.Therefore,this thesis selects the account of the Central Station B of the Communist Youth League as the research object,and uses the content analysis method,questionnaire survey method and case analysis method to analyze the account of the Central Station B of the Communist Youth League.The shaping of the main melody communication style is studied.This thesis selects 727 video works released by the Communist Youth League Central Station B account from January 2,2017 to January 2,2021 as research samples,and takes audiences who have browsed the Communist Youth League Central Station B account as the survey object.The theme,title,source,character,presentation,content attributes and audience satisfaction with the main theme communication style of the Communist Youth League Central B station account were quantitatively analyzed.The study found that the Communist Youth League Central Station B accounts set up theme topics with a variety of types and kept pace with the times;created a personalized media image to meet the needs of young audiences with interesting and fragmented expressions;used key opinion leaders to expand the scope of theme dissemination;use new media Matrix collaboratively produces high-quality content and enhances the influence of the main theme,successfully shaping a unique theme communication style,attracting the attention of young audiences at station B,and winning a group of loyal audiences for itself.Through the questionnaire survey of the audience,it is found that the audience is generally satisfied with the communication style of the main theme of the Communist Youth League Central B station account,and the communication effect of the main theme of the Communist Youth League Central B station account is generally good.Comprehensive content analysis and questionnaire survey results found that the Communist Youth League Central Station B account still has problems such as less original content,insufficient interaction with the audience,and excessive entertainment.In this regard,combined with the dissemination experience of other government new media,this thesis puts forward targeted optimization suggestions,in order to provide reference experience for the main theme dissemination of other traditional media.