符号传播理论视角下对柳州螺蛳粉网红文化传播的研究被引量：2

Study on the Propagation of Web Celebrity Culture of Liuzhou Luosifen from the Perspective of Symbol Propagation Theory

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摘要随着移动互联网的高速发展,消费品能够借助新媒体传播迅速获得曝光度与知名度,但成为"网红"后进而形成文化的消费品较少。柳州螺蛳粉近几年从网络热点成长为"网红",又通过线上线下的品牌传播,最终成为新媒体平台品牌影响力最大的美食产品之一。文章尝试从符号传播理论的视角,分析柳州螺蛳粉网红文化现象的形成与内涵,从而勾勒出柳州螺蛳粉未来品牌传播的发展趋势,并探讨柳州螺蛳粉文化与柳州城市文化的相互促进关系。 Under the social background of the rapid development of mobile internet media,consumer goods can quickly gain exposure and popularity through the communication of new media,but there are still few consumer goods that form culture after becoming"web celebrity".After several years of high-speed spread of new media,Liuzhou Luosifen(Liuzhou river snails rice noodle)has grown from a network hot spot to"web celebrity",and through online and offline brand communication,finally it has become one of the most influential food products on new media platforms.This paper attempts to analyze the formation and connotation of the web celebrity cultural phenomenon of Liuzhou Luosifen from the perspective of symbol transmission theory,and tries to outline the development trend of Liuzhou Luosifen brand communication in the future,and discusses the mutual promotion relationship between Liuzhou Luosifen culture and Liuzhou city culture.

作者黄影韦蝶青 Huang Ying;Wei Dieqing(Liuzhou Vocational&Technical College,Liuzhou Guangxi 545006,China)

机构地区柳州职业技术学院

出处《柳州职业技术学院学报》 2021年第3期21-25,共5页 Journal of Liuzhou Vocational & Technical College

基金 2021年广西教育科学规划课题(2021C394)。

关键词符号传播柳州螺蛳粉网红文化 symbol spread Liuzhou Luosifen web celebrity culture

分类号 G122 [文化科学] G206 [文化科学—传播学]

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1胡壮麟.社会符号学研究中的多模态化[J].语言教学与研究,2007(1):1-10. 被引量：1404

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