大学生如何解码群团组织的新媒体传播形式和内容--以Z组织的B站账号为例

How Do Undergraduates“Decode”the New Media Communication Strategies and Contents of Mass Organizations--An Example From Organization Z’s Account on Bilibili Platform

借鉴霍尔的解码理论和意义接合理论,对22名大学生开展访谈,探讨大学生对于群团组织Z在B站的传播形式和内容的解码特征及形塑解码的力量。研究发现,大学生的解码呈现“去政治性”,这使得将传播活动视为“追求‘傻乐’的审美化景观”和“彰显精英品位的知识解读”这两种看似矛盾的话语被接合在一起。一方面,新自由主义下的个人主义和泛娱乐主义导致了大学生政治冷漠与唯快乐是从的“傻乐”状态的形成。另一方面,在长期应试教育和技治主义的综合作用下,大学生虽强调硬核知识和严肃分析的价值,却难以将政治知识联系生活实践,更倾向于站在精英立场上认识政治和社会。究其原因,B站平台运营的商业逻辑和“过滤泡效应”强化了“去政治性”,不仅助长了大学生对于政治议题与公共事务的冷漠情绪,还滋长了个人主义与“傻乐主义”。为提升受众的思想政治素养,群团组织应坚持走群众路线,增强政治知识传播的回应性与有效性;对传播内容的政治意义进行深度阐释,提升受众政治参与的积极性。

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 communication strategies and contents of mass organization Z on Bilibili.Findings indicated that the decoding was characterized by“depoliticization,”which articulated conflicting discourses that viewed communication activities as“aestheticized landscapes in pursuit of‘giggles’”and“intellectual interpretations demonstrating elites’taste.”For one thing,the discourse of pan-entertainment and individualism under neoliberalism strengthened the undergraduates’political indifference and pleasure-oriented gigglism.For another thing,under the comprehensive impact of the examination-oriented school education and technicism,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 relevant 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 strengthened 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 qualities,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 interpretation of the political significance of the content of the dissemination,so as to enhance the audience’s enthusiasm for political participation.