How Do Undergraduates"Decode"the New Media Communication Strategies and Contents of Mass Organizations——An Example From Organization Z's Account on Bilibili Platform
Drawing on Stuart Hall's theory of decoding and meaning articulation,22 undergraduates were interviewed to explore their ways of decoding and the power shaping the decoding for the commu-nication strategies and contents of mass organization Z on Bilibili.Findings indicated that the decoding was characterized by"depoliticization,"which articulated conflicting discourses that viewed communica-tion activities as"aestheticized landscapes in pursuit of'giggles'"and"intellectual interpretations dem-onstrating elites'taste."For one thing,the discourse of pan-entertainment and individualism under ne-oliberalism strengthened the undergraduates'political indifference and pleasure-oriented gigglism.For another thing,under the comprehensive impact of the examination-oriented school education and techni-cism,although the value of hard-core knowledge and serious analysis got emphasized,undergraduates found it hard to put the political knowledge into practical use,and tended to make sense of issues rele-vant with politics and society from the elite standpoint.Tracing it to its cause,the commercial logic and"filter bubble effect"of the platform of Bilibili contributed to depoliticization,which not only strength-ened the undergraduates'apathy towards political issues and social public affairs but also provided rich soil for the nurture of individualism and gigglism.In order to improve the undergraduates'moral quali-ties,first,mass organizations are supposed to follow the mass line and enhance the responsiveness and effectiveness of the dissemination of political knowledge;second,they should provide an in-depth inter-pretation of the political significance of the content of the dissemination,so as to enhance the audience's enthusiasm for political participation.
depoliticizationundergraduatesnew media communicationdecoding theoryarticula-tion
NETL
NSTL
万方数据
