新媒体背景下共青团话语传播方式的研究——以“浙江理工大学团委”微信公众号为例  

Analysis on Discourse Communication Ways of the Communist Youth Leagues Under the New Media Background:Case Study of the WeChat Official Account“Zhejiang Sci-Tech University of the Committee Youth League”

作　　者：陈利江[1] 高嘉蔚[1] 管晟宏 秦梦宇[1] 

机构地区：[1]浙江理工大学校团委,杭州310018

出　　处：《浙江理工大学学报（社会科学版）》2016年第5期509-514,共6页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：浙江理工大学共青团工作研究课题(TZd201503)

摘　　要：思想政治教育是高校共青团的工作重点,伴随新媒体的迅猛发展,青年学生获取信息和发表观点的渠道增多,也更容易受到各种信息来源的影响。因此,基于社会化媒体平台的大背景,为了更好地对高校学生进行思想引领、把握实时动态舆情,高校共青团组织纷纷主动探索新的话语传播方式,以实现与学生间的有效互动。文章选取了高校新媒体平台运营较为出色的"浙江理工大学团委"微信公众号作为主要案例,采取田野观察法,提取该公众号2015年的主要推送内容进行分析,探索该平台的运营模式、内容机制等规律和特点,归纳其快速发展实现学生高认可度的原因,并对新媒体背景下高校共青团的话语传播提出有效的方式方法,以期对高校相关思政工作有一定的指导意义。Ideological and political education is the working emphasis of the Communist Youth Leagues（CYLs）in colleges.With the rapid development of new media,there are more and more channels for the young students to gain information and show opinions,but in the same time,they will be influenced by various kinds of information more easily.Therefore,in order to better lead the students’thoughts and master the dynamic public opinions,CYLs in colleges should actively explore new discourse communication ways to effectively achieve interaction with students under the background of social media.This paper takes the WeChat official account＂Zhejiang Sci-Tech University of the Committee Youth League＂which has a relatively excellent new media operation as an example.By using the method of field observation,this paper extracts and analyzes the articles released by this WeChat official account in 2015 to explore its features like operation mode and content choice and conclude the reasons for its rapid development and high recognition of students.It further puts forward effective discourse communication ways for CYLs in colleges under the new media background and thus makes some contributions to the colleges’ideological and political work.

关 键 词：浙江理工大学团委 微信公众号 思想引领 话语传播 新媒体运营 

分 类 号：G41[文化科学—教育学]