| As a typical subcultural platform,Bilibili is a network gathering place for youth groups.In the virtual space of the Internet,people of different genders,ages,and regions can be linked with common interests."Guangdong Communist Youth League" actively builds the "Online Communist Youth League" new media matrix account.It is an important platform for the Guangdong government to communicate with young audiences,ranks first in the number of fans in Bilibili of the provincial Communist Youth League for a long time,and has become a typical case of integrating mainstream government affairs new media into the subculture circle,which has the representative role in media integration.It acts a bridge role for short video about government affairs to keep positive and innovative.On the occasion of the 100 th anniversary of the founding of the Communist Youth League,the research on the official media account of Guangdong Communist Youth League has great significance of the times and reality.Based on memetic theory,this paper focuses on the micro level of the communication effect of short videos,and takes the Bilibili account of "Guangdong Communist Youth League" as the main research object.A total of 1375 government affairs short videos released by "Guangdong Communist Youth League" Bilibili account from January 1,2020 to December 31,2021 are selected as research samples.This paper uses content analysis method to analyze the research sample from three dimensions of memetic theory,namely,the content dimension,the form dimension and the position dimension.At the same time,it attempts to interpret the short video samples that have achieved good communication effects from the perspective of memetic theory.In the content dimension,it caters to the linguistic and cultural memes of the quadratic element of Bilibili,and changes the traditional and serious stereotyped image of government media.In the form dimension,it has more humanized and life-oriented perspectives,concepts,themes,at the same time,the core of the content directly points to the emotional nature of people.In the position dimension,it lets meme form a stable chain of transmission through emotional contagion.In order to corroborate and get a more convincing conclusions,this paper uses descriptive statistics and cross-analysis statistical methods,takes the communication effect as the dependent variable and the influencing factors as the independent variables of the study,and stands in the common background of the memetic communication of short video about government affairs to study the communication effect of "Guangdong Communist Youth League" Bilibili account.In the selection of independent variables,based on the meaning of three dimensions of memetic theory and the general attributes of short video about government affairs,this paper establishes an independent variable index system including three dimensions and eight sub-dimensions.In order to quantify the relationship between the communication effect and its influencing factors,this paper fits the communication effect based on the three dimensions of communication breadth,communication recognition and communication participation,and measures the correlation between the independent variables and the dependent variables by the chi-square test respectively.The results show that there are six independent variables of content theme,video category,character appearance,personal sentence pattern,expression of emotion,and background music,which have significant correlations with the communication effect.On the basis of content analysis and effect analysis,this paper puts forward the following suggestions: communicators should maintain high-quality output,shape reinforcement memes with high-quality content,and adjust their communication strategies in time;communicators should also pay timely attention to the feedback of recipients,and guide the communication of memes in line with the current political direction among the recipient groups. |
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