Research On The Construction Of Collective Memory In The Theme Communication Practice Of The Centenary Of The CPC By People’s Daily Microblog

From 1921 to 2021,the Communist Party of China has gone through a glorious journey of one hundred years.This special time node is of great significance,and is also the precious material for the generation of collective memory.Collective memory is an important force to gather community consciousness.With the development of The Times,collective memory is constantly activated and reconstructed.At the same time,collective memory needs to be recorded and written through media so as to embody its implied representation of reality and value.However,in the new media environment,the openness of the network environment and the empowerment of technology change the writing mode of collective memory,and users participate in the construction process of collective memory.The elite dominant position of mainstream media in constructing collective memory is challenged and collective memory is faced with the crisis of secularization and deconstruction.How is the mainstream media responding to this? This is the focus of this paper.This paper combines the discipline knowledge of communication,sociology and political science,takes the centenary of the founding of the CPC as the background,selects the microblog of People’s Daily as the research platform,adopts the research methods of text analysis,discourse analysis and case analysis,takes collective memory as the theoretical support of the whole paper,and intersperses the theory of ritual communication.Take it as a reference for the collective memory construction path theory in the centennial theme communication practice.This paper focuses on how to construct the collective memory of this event on the microblog of People’s Daily.The study found:In terms of memory content,the microblog of People’s Daily selects iconic facts and makes full use of red resources to emphasize the stories of heroes and struggles in the century-old history of the Communist Party of China,and interprets for users the "success code" of the Communist Party of China,which has endured hardships for centuries.There are five types of memory: character memory,achievement memory,mental memory,reflective memory and emotional memory.At the level of memory path,People’s Daily Weibo actively "invites" users to participate in this ceremony by setting relevant ceremonial agendas and taking advantage of the real-time interactive characteristics of Weibo platform,thus completing memory activation.Secondly,from the visual representation of symbols,the meaning production of characteristic discourse patterns,the innovation of narrative strategies,to complete the situational processing of collective memory,emphasize the activation of memory.Finally,the memory is condensed and strengthened through the rehearsal and repeated writing of the media ceremony.In the construction process,the microblog of People’s Daily uses the Internet thinking to combine history with The Times,giving new connotation to the story of the centennial struggle of the Communist Party of China.At the functional level of construction,on the one hand,Weibo of People’s Daily plays its role as a public instrument of society.On the other hand,through innovative construction strategies,Weibo of People’s Daily plays the role of mainstream views of authority of ritualized communication.Users’ personal memories are also subtly guided in the process of ritualized communication.From a historical perspective,through the setting of media ceremonies,symbolic historical facts are encoded and reproduced in the new media space,and the historical picture of the century-old struggle of the Communist Party of China is displayed in the "gaze" of users,so as to awaken users’ historical perception.At the same time,the national spirit is deeply rooted in memory itself,through ceaselessly red genes,to generate cultural memory;By depicting the concrete figures in the history of the party,the party spirit is strengthened and the image of an advanced party is constructed.At the same time,the political identity of users is cultivated from three aspects: collective identity cognition,emotional connection enhancement and internalization of socialist core values.Finally,based on the relevant research conclusions,extended thinking.Under the background of new media,the communication practice of the centennial theme of the founding of the CPC by mainstream media should focus on the following aspects: Build a solid foundation for the study of CPC history,promote the memory balance between the factual dimension and the emotional dimension;Pay attention to the interaction of content products,strengthen the user’s memory perception;Clear topic structure,set the central topic and sub-topic;Building memory "warehouse",making digital thematic material collection four aspects of innovative practice,so as to achieve the purpose of carrying forward the theme culture,positive construction of collective memory,inheritance of red gene.