Abstract

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Title:: The Current Representation and Discursive Construction of FilialPiety in the Context of New Media：An NVivo Analysis of DataCollected from Sina Weibo

Keywords:: new media; filial conception; discursive power; digital gap; intergenerational relationship

Abstract:: The development of new media has imposed great impact on traditional Chinese values as well asthe construction of public opinions. Using Sina Weibo as the main source of data，this article employs NVivo10 to analyze the new characteristics of filial piety shown in Weibo news and comments，and hence to explorethe power behind the discourse and the changing trend of intergenerational relationship in Chinese families. It isfound that unfilial and unbenevolent behaviors tend to attract more attention and comments on Weibo. The newmedia discourse highlights the equality between parents and children，indicating a growth in the power of theyounger generation. Accordingly，reciprocity has become an important principle governing family relations. Thenew power relation has been further intensified by the great imbalance in digital resources between generations.Compared with their parents，the younger generation has stronger voice on the internet. In order to achieve a bettertransformation of filial culture，the new media need to play a positive role in guiding social values.