Research On The Construction Of Youth Image Of Bilibili Account Of The Central Committee Of Communist Youth League

With the continuous development of network technology in recent years,Bilibili video website has risen rapidly and gained a large number of young fans with its unique quadraticelement-style.At present,the number of registered users of Bilibili has exceeded 100 million,among which the main users are “post-90s” and “post-00s”.This shows that young people become active users of the Internet and occupy their own opinion positions.In this context,the Central Committee of the Communist Youth League has taken the initiative to approach young people and taken the lead in settling in Bilibili.Through lively and interesting video style,it presents a more realistic and positive image of youth and brings them closer to each other,which is of great significance in giving play to the role model effect and guiding youth growth.The article adopts Zang Guoren’s three-level frame analysis theory to analyze the youthrelated videos released by the Bilibili account of the Central Committee of the Communist Youth League,and find out how it frames youth images and the specific youth images it presents.The study found that the Bilibili account of “Central Committee of the Communist Youth League” constructs youth images with positive emotional tendencies in the high-level theme frame and emphasizes national and family affairs in the content selection;In the medium-level narrative frame,the narrative subject is mainly official,highlighting interactive narratives,appearing a balanced and diverse character roles,and emphasizing the characteristics of taking charge;In the low-level expression frame,the Central Committee of the Communist Youth League chooses close-ups,close-up shots and metaphorical montages to portray characters in the audiovisual language combined with the characteristics of the new media platform,while in the video communication symbols,stylized communication symbols such as subculture elements and expression packs are consciously used,but the communication effect is limited.The youth images presented in the Bilibili account of the “Central Committee of the Communist Youth League” can be summarized into four categories: loyal and patriotic citizens,dedicated builders,new youths chasing their dreams;ordinary people who love life.The youth images presented by the account are mainly positive,highlighting the unique personalities of young people,promoting the identity of young people in the image co-construction and emotional mobilization,and playing a good role model effect.However,there are still some deficiencies in building the youth images on the Bilibili account,including the tendency of generalized entertainment and excessive sensationalism,the neglect of vulnerable groups,and the inappropriate combination of styles.In view of these shortcomings,the article believes that the Bili Bili account of the “Central Committee of the Communist Youth League” should further strengthen its control and guidance of content,deepen its understanding of young people,and innovate the creation of video content on the basis of mastering communication logic,so as to better play the function of leading and serving young people.