| With the rapid development of mobile Internet technology,the Internet,big data and intelligence are quietly changing people ’ s work and daily life.Governments,media and other institutions have also been stationed on platforms such as Weibo,Station B,and Douyin,taking social media as a new means of public communication to enrich the path of government affairs publicity and make it a new channel for the convenience of the people.As a typical representative of social media platforms,micro-blog has attracted a wide range of user groups and has a wide range of influence.Local government agencies respond to the new situation of “ online politics,” and have entered the micro-blog platform.Micro-blog platform has gradually become an important support for understanding public opinion and pooling people ’ s wisdom.In the fight against the highlands of micro-blog speech,the communication power of government micro-blog should not be underestimated and shows a trend of continuous expansion,which has become an important part of political communication.The ’ Communist Youth League Central ’ micro-blog number is unique among them.The ’ Communist Youth League Central ’ has always maintained a high degree of activity on the topic,including the dissemination of the spirit of the two sessions,the study of the new civil code,the service of youth groups and organizations,etc.,and has attracted widespread public attention on micro-blog.Its influence in the country ’ s top 20 government and central government microblogging sites ranked third,with a typical role;in addition,the ’ Communist Youth League Central ’ organization is an organization that unites and leads youth groups,and its dissemination of political information is closely related to youth culture.Unlike government departments,it has certain particularity,and shows different characteristics from other new media platforms in micro-blog platforms.Therefore,it is of great significance to study the government affairs microblog ’ @ the Central Committee of the Communist Youth League ’.This paper focuses on the research of the communication strategy of government micro-blog ’ @Communist Youth League Central ’.Taking government micro-blog ’ @ Communist Youth League Central ’as the research object,the content analysis method and literature analysis method are used to explore the communication strategy,communication effect and deficiency of government micro-blog ’ @ Communist Youth League Central ’,and put forward the optimization strategy.First,it is to sort out the current situation of the ’ Communist Youth League Central ’.This paper explores the communication matrix and communication function of the ’ Communist Youth League Central Committee ’.It is found that the communication matrix of the ’ Communist Youth League Central Committee ’ is mainly parallel communication matrix and vertical communication matrix,and its communication function is mainly concerned with youth groups,participating in public topics and guiding correct public opinion.Secondly,the content analysis method is used to analyze the 4000 pieces of microblog content data issued by the official microblog of the Central Committee of the Communist Youth League from January 2020 to December 2020.The data such as the number of endorsements,the amount of reading and the amount of forwarding are summarized and analyzed,so as to clearly see how to improve the influence of government microblog,explore the reasons why it has the influence of communication,and analyze and summarize the communication strategy of microblog combined with the microblog content issued by the Central Committee of the Communist Youth League.Finally,combined with the ’ government index ranking ’ to analyze the ’ Communist Youth League Central ’ micro-blog communication effect,by showing the data of its communication force index,interaction force index,service force index and recognition index,clearly see the advantages and disadvantages of the ’ Communist Youth League Central ’,found that the ’Communist Youth League Central ’ has a unique communication strategy,but there are also some problems.It needs to be strengthened in three aspects : strengthening management in operation,improving the credibility of government topics,strengthening the guidance of public opinion and alerting to irrational discourse release;in terms of content for micro-blog characteristics,rich content comprehensive,explore original content,improve the proportion of original content;in narrative,attention to youth groups,moderate entertainment,to firmly political direction as the benchmark.To provide reference for the dissemination practice of ’ @ the Central Committee of the Communist Youth League ’. |
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