The Social Currency Attribute of Guoyu Stationery Videos and their Diffusion among Middle School Students under Scenario-based Dissemination

DOI: https://doi.org/10.62517/jnme.202510511

Author(s)

Zilin Wang

Affiliation(s)

Ready Global Academy,1170 Old Henderson Rd., Columbus, Ohio 43220, USA *Corresponding Author

Abstract

Against the backdrop of the in-depth reconstruction of the communication ecosystem by mobile Internet technology, the theories of scenario-based communication and social currency provide a new paradigm for understanding the information diffusion mechanism of the middle school student group. This article takes the short videos of Guoyu Stationery as the research object, systematically explains how scenario-based communication shapes the attributes of social currency through spatial reconstruction, emotional resonance and behavioral guidance, and deeply analyzes the identity construction, subculture penetration and intergenerational difference expression of the middle school student group in the circulation of social currency. Research has found that scenario-based communication transforms stationery usage behavior into tradable social capital through three major paths: "embodied space creation", "ritualized consumption design", and "symbolized value production". Meanwhile, the middle school student group achieves the explosive spread of social currency through "stratified communication networks", "emotional content re-creation", and "intergenerational meaning negotiation". This process not only reveals the deep-seated logic of Generation Z's consumption culture, but also provides theoretical support and practical paths for brand youth-oriented communication.

Keywords

Scenario-Based Communication; Social Currency; Guoyu Stationery; Middle School Student Group; Information Diffusion

References

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