“微时代”背景下高校共青团微信建设现状与思考--以湖北省7所高校共青团微信为例

“微时代”不仅改变了高校共青团思想政治引领的外部环境，同时也对高校共青团思想政治引领提出新的挑战和要求。微信作为“微时代”背景下高校共青团思想政治引领的重要传播媒介，在教育引导、组织动员、服务青年成长等方面发挥重要作用。从高校共青团微信的内在属性出发，基于高校共青团微信的名称设计、栏目结构、话语体系和更新频度等视角，对湖北7所高校共青团微信建设情况进行内容分析和实证研究。研究认为，高校共青团运用拟人化的命名手段、多样化的栏目结构、青年化的话语表达、专业化的管理机制等多种方法，增强高校共青团微信的文化吸引力、群体感染力和思想影响力，这对高校青年理想信念教育和思想文化建构的逻辑产生了重大影响。

Political Guidance Research on Universities’ Communist Youth League Under “Micro Era” Background---Taking Wechat of Seven Universities in Hubei Province as an Example

“Micro era” has not only changed the external environment of ideological and political guidance of u-niversities’ Communist Youth League ( CYL) , but also brings new challenges to this work. Wechat, as impor-tant media of ideological and political guidance in universities, plays a critical role in education and guidance, mobilization, and service. From the intrinsic properties of CYL Wechat, and based on the name design, the col-umn structure, the discourse system and the update frequency, Wechat construction of seven universities’ CYL in Hubei province is analyzed and empirically researched. Studies suggest that the use of anthropomorphic na-ming means, diversified column structure, youthful discourse expression and professional management mecha-nism help enhance the cultural appeal, the group appeal and ideological influence of CYL’ s Wechat, which has a significant impact on students’ ideal and faith education and logic of ideological and cultural construction.