共情与连接——B站新华社官方账号社交化运营与传播策略研究

Empathy and Connection-A Study on the Social Operation and Communication Strategy of the Official Account of Xinhua News Agency on Bilibili

在深度媒介化与主流媒体平台化的背景下,主流媒体与二次元文化社区的融合变得越来越紧密。本文以深受年轻人喜爱的新华社B站号为例,选取哔哩哔哩弹幕视频网站(以下简称“B站”)的新华社官方账号为研究对象,挖掘出新华社的社交化运营与传播策略主要有主旋律传播:引导实现主流话语符号的意义共享与再生产;共情角度下的社交化运营:嵌入亚文化元素,构建亲民青年社区生态;人格化传播:打造“共创IP”,创新新闻产品形态;连接视角下的混合情感传播:唤醒集体记忆,建立情感认同;微叙事模式:连接多样圈层,迎合碎片化阅读;热点化传播:紧跟时事热点,互动多元话题;响应主流媒体平台化,新塑品牌形象。同时也发现了年轻化传播存在着互动内容单一,缺乏个性化互动、技术融合有待加强,平台自主可控程度低等隐患,并根据隐患得出改进B站新华社账号的四项优化策略,为B站新华社账号的运营添砖加瓦。

Under the background of deep media and mainstream media platformization,the integration of mainstream media and anime cultural community has become increasingly close.This article takes the popular Xinhua News Agency Bilibili account among young people as an example,selects the official account of Xinhua News Agency on the Bilibili bullet screen video website(hereinafter referred to as“Bilibili”)as the research object,and explores that Xinhua News Agency’s social operation and communication strategies mainly include main theme communication:Guiding the realization of the meaning sharing and reproduction of mainstream discourse symbols;Socialized operation from the perspective of empathy:embedding subcultural elements and building a friendly youth community ecology;Personalized communication:creating a“co creation IP”and innovating the form of news products;Mixed emotional communication from a connected perspective:awakening collective memory and establishing emotional identification;Micro narrative mode:connect-ing diverse circles and catering to fragmented reading;Hotspot dissemination:keeping up with current events and interacting with diverse topics;Responding to mainstream media platformization and reshaping brand image.At the same time,it was also found that there is a lack of personalized interaction and a single interactive content in the dissemination of youthfulness;The integration of technology needs to be strengthened,and there are hidden dangers,such as low platform autonomy and controllability.Based on these hidden dangers,four optimization strategies have been developed to improve the operation of Bilibili Xinhua News Agency accounts,adding bricks and tiles to the operation of Bilibili Xinhua News Agency accounts.