YOUTH ENGAGEMENT WITH MAINSTREAM MELODY SONGS: COMMUNICATION CHANNELS AND STRATEGIC APPROACHES

Ying Zhong; Prakaikavin Srijinda

doi:10.29121/shodhkosh.v7.i5s.2026.7764

Authors

Ying Zhong Doctor of Communication Arts Program in Communication, College of Communication Arts, Suan Sunandha Rajabhat University, Bangkok, Thailand
Prakaikavin Srijinda Associate Professor, College of Communication Arts, Suan Sunandha Rajabhat University, Bangkok, Thailand

DOI:

https://doi.org/10.29121/shodhkosh.v7.i5s.2026.7764

Keywords:

Mainstream Melody Songs, Youth Media Literacy, Communication Mechanisms, Cultural Identification, Short-Video Platforms, Music Communication, Youth Engagement, Media Exposure

Abstract [English]

This study explores the communication dynamics of Mainstream Melody Songs among the young generation in China, focusing on how exposure to these songs shapes youth media literacy, resonance, and identification. Using a mixed-methods approach, data was gathered from 599 university students in Guangzhou, supplemented by interviews with teachers and campus activity organizers. The study identifies an exposure-resonance-identification-communication chain where short-video platforms emerge as the primary means of song dissemination. Key findings suggest that emotional resonance and cultural identification are strengthened through modern musical elements and campus-relevant themes. Furthermore, youth media literacy is characterized by algorithm-dependent exposure, limited critical understanding, and selective participation in campus-based activities. The research proposes four strategic approaches for improving the communication impact of Mainstream Melody Songs: content creation tailored to youth, integrated campus and digital platforms, enhanced campus practice, and collaboration between schools, platforms, and governmental bodies. This study contributes to the field of music communication and offers insights for optimizing engagement with young audiences.

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