Research on the Construction of Audience Identity in the Communication of Archival Culture Based on CAPS Theory:Taking the Bilibili Website's Archives Program as an Example
The archival cultural situation is an important way for the audience to obtain and strengthen identity,therefore exploring the construction process of audience identity in archival cultural situation is of great significance.Based on the CAPS theory framework,this article uses grounded theory analysis on the bullet screen comments of the Archive program on Bilibili website to explore the construction mechanism of audience identity in archival cultural programs,and constructs a theoretical model for the construction of audience identity in archival cultural programs.The research results show that the audience identity of archival cultural programs involves three dimensions of cognition,emotion,and behavior,and generally follows the construction path of"archival cultural context—cognitive emotional unit—behavioral response".