A Study Of The Communist Youth League’s Scishow On Bilibili And Its Audience Interaction Under The Interactive Ritual Chains Theory

The rapid development of the Internet has made a dramatic change on ways of communication.It greatly facilitates the technology of new media and makes a huge impact on traditional media as well.Since the 19 th National Congress of the CPC,General Secretary Xi Jinping has repeatedly stressed the importance of media integration and media development and the importance of building a new pattern of new mainstream media to disseminate mainstream value.Therefore,the construction of new media platform is not only about media technology integration,but more importantly,it must respond to the challenges brought by various subcultures to mainstream media communication.The research object of this paper is the video of the central Science and Technology section of the Communist Youth League on Bilibili.com.Station B(Bilibili.com referred to as Station B)is a typical 2-dimensional subculture community and one of the bullet screen video websites.Its science and technology section is one of the most characteristic video sections in Station B.The Central Committee of the Communist Youth League was officially stationed in the “B”station on January 2,2017.Within a short period of time,it has attracted a large number of fans,full of emotional energy and interactive passion.With employment of content analysis and text analysis methods,this paper draws from American sociologist Collins’ interactive service chain theory to make an analysis of the Communist Youth league’s video content on its Bilibili official account and its audience barrage reviews interaction,and give a description of the features of the present video content and its audience barrage comments.Finally the paper aims to analyze the mainstream value identification and its effect on the interactive communication in the scishow.The research finds that the audience’s focus is on the emotional interaction caused by the content of these videos.In this process,the audience can accumulate individual emotional energy by participating in the barrage interaction,and the accumulated emotional energy prompts them to participate in the next interactive ceremony continuously.At the same time,audiences can identity with the group,and gain a sense of morality from the danmu group through interaction.When behaviors violating the etiquette of danmu appear,in order to maintain the group unity and avoid being despised by outsiders,danmu users will defend the group symbol by “legitimate anger against the violation”.Through completing the interactive ritual chain again and again,the danmu ethnic group has gradually formed the social relation symbol of the group.The audience likes the videos of the Science and technology column of the Central Committee of the Communist Youth League,and the emotional tendency is mainly positive.The higher the recognition of the mainstream values,the higher the emotional energy is obtained.The content production of videos in science and technology columns attaches great importance to the shaping of patriotic discourse and patriotic idols,so as to set a close relationship with youth subculture groups,break the cultural division,and promote the integration of mainstream culture and youth subculture.The content production of videos in science and technology column not only pays attention to the rational catharsis of the patriotic emotion of the youth group,but also guides the correct direction of the patriotic emotion of the youth group,so as to avoid the polarization of the nationalistic emotion of the youth group in the name of patriotism.In general,as a mainstream media,the central Committee of the Communist Youth League has been relatively successful in its entrance in Bilibili,a new media platform,and in its dessimination of mainstream values.The Central Committee of the Communist Youth League has set an example for the communication practice of mainstream values of all mainstream media.