Chen Ting
Popular Psychology.
2025, 32(5):
44-45.
This article discusses the phenomenon of official new media accounts engaging in "selling cute" (or "moe") communication. Facing the communication challenges of traditional serious styles, these accounts are shifting towards "moe-ification," using language, visuals, and interactive methods to cultivate a friendly image, aiming to attract audiences, especially younger demographics. The article analyzes the underlying cognitive, emotional, and social psychological mechanisms, noting that "moe" elements can evoke positive emotions, are easily remembered, and help build community identity. However, this communication style presents a double-edged sword effect: it can enhance information reach and user stickiness, but also faces risks such as undermining authority and creating intergenerational gaps. Therefore, official new media should cautiously employ "moe" strategies, balance innovation with professionalism, adapt their expression for different audiences and scenarios, and establish risk prevention mechanisms.