The Political Communication of Bilibili on the Internet from the Perspective of Field Theory: Taking the Virtual Idol "Jiangshanjiao" as an Example

Abstract

The official account of the Central Committee of the Communist Youth League, one of the first political accounts that entered in new media area, announced its launch of League Virtual Idol called Jiangshanjiao in February 2020. However, this virtual idol was hurriedly deleted only a few hours later. China's first trial of personifying a party organization failed to achieve the expected communication effect, which revealed that official media operators still need to improve communication strategies when interacting with the youth. This article adopted the content analysis method to conduct case studies and data analysis on the selected sample videos of Bilibili, reviewed the Communist Youth League Central Committee's attempt to merge into the subculture and discussed the game and interaction of the "two opinion fields" in this event. Based on the field theory, this paper has put forward some suggestions for the adjustment of political communication on the Internet.