| The swift ascension of novel media platforms has rendered fragmentation and decentralization a prominent attribute of the present communication milieu.Bilibili epitomizes the subculture community of the youth in China,and Bilibili users possess significant youthful traits,progressively exerting a greater influence over the youth.The endeavor to attract young users has always been a problem that mainstream media in China seeks to address.Xinhua News Agency commenced the official account of Bilibili in September 2019,and the exploration of Xinhua News Agency’s communication on Bilibili can reveal not only the rationale and trajectory of mainstream media’s reach expansion within the new communication ecosystem,but also furnish a referential experience for guiding new media communication practice,while simultaneously constituting a valuable investigation into the pursuit of effective communication in the new media communication context.This thesis commences with media context theory and advances through the logical progression of "new media-new context-new role-new behavior" to undertake a comprehensive exploration of Xinhua News Agency’s communication within the particular context of Bilibili,and delineate the user behavior’s salient features.Initially,we scrutinize the influence of novel media technology on the establishment of the all-encompassing communication context of Bilibili,and expound on how Xinhua News Agency constructs a distinctive segmentation context around "new media-new context".The study discovered that Bilibili endows distinct circles of users’ interactions with exclusive contexts by fabricating vertical information systems,transcending the constraints of physical spaces through pop-up technology,restructuring space-time to accomplish virtual presence,and forging the overall context of Bilibili through the backstage behavior style within the community.By leveraging sophisticated media technology to enhance the audiovisual experience,the contextual exposure in the background to minimize the psychological distance with users and relying on high-context communication to attain consensus,Xinhua News Agency accomplished the establishment of this precise media context of Bilibili.Subsequently,centering on "new context-new role",we scrutinized the influence of the specific context of Bilibili on the role shift of Xinhua News Agency and its users,and synthesized the alterations in social roles triggered by the variability of the context in three domains: information content change,comprehensive role change,and information audience change.The study revealed that Xinhua News Agency on Bilibili underwent the amalgamation of the dual roles of regular users and official mainstream media UP owners,and Xinhua News Agency’s users achieved the shaping of group identity and reconstruction of hierarchy within the sense of sharing and belonging engendered by the particular context of Bilibili,and engaged in the production of discourse through knowledge-based exchange activities.Lastly,grounded on "New Role-New Behavior",we scrutinized the behavioral attributes of Xinhua users within the context of Bilibili,and distilled the behavioral characteristics of Xinhua Bilibili users in three facets: active engagement with selective aggregation,immersive experience with self-representation,and social interaction with tenuous connections.The study found that Xinhua’s communication on Bilibili transcends simple news and information dissemination and knowledge dissemination,and subtly spreads mainstream values in a subcultural field with the help of a soft discourse.Youth users have developed a frail reliance on mainstream media,which aligns with the pursuit of mainstream media to attract younger user groups.Mainstream media,exemplified by Xinhua News Agency,takes the initiative to break free from its comfort zone and penetrate the compartmentalized context of Bilibili,while engaging younger users through the integration and transformation of roles within the new context. |
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