Research On The Visual Rhetoric Of Local Image Communication On County-level Media Platform

In recent years,national image publicity films have gone abroad,web celebrity city spread hot.In the new era,to tell a good story about China,it is necessary to spread the local image of smaller regional units--counties and below.At the same time,the county level media integration construction,is the current stage of media integration development of the most basic link.As a grass-roots county unit,there exists a unique phenomenon of political trust in differential order in Chinese society,and China's communication pattern is also faced with the problem of "the central is strong and the local is weak".In this paper,from a smaller regional unit-at the county level and the local image transmission of the following areas,based on visual rhetoric theory knowledge,such as selection of 2018 sichuan county financial media award for the best transmission case of visual rhetoric analysis,explore the local image communication practice at the county level integrating media platform rhetoric propagation law of visual symbols,meaning generation mechanism,the influence mechanism,effect evaluation system and the rhetoric behind more profound political implications,and starting from the visual rhetoric in the study of advantages and characteristics,combined with the current county level integrating media image dissemination of visual rhetoric defects,explore the county financial media development path,Finally,it looks forward to the future of visual rhetoric of local image communication on county-level media platform.Firstly,the author starts from the history of rhetoric research and explains the significance of visual rhetoric as a new rhetoric in the current research field in combination with the development background of visual culture.The author thinks that China's image communication,national image propaganda film,web celebrity city communication is hot,and in the future,there will be a change of image communication,that is,from large to small,from large regional unit image to smaller regional unit image communication.The remarkable turn is not a substitution,but a coexistence.In addition,the dissemination of local image is also faced with the internal and external problems.In the practice and evolution of image communication,generally speaking,its motivation is earlier than that of internal.Second,into the author's research main body,the author from the Yangtze river scholar,professor liu tao visual rhetoric five problem domain of research paradigm,spread from language,rhetoric effect,rhetoric,rhetorical strategies,rhetorical criticism point of view,select 2018 sichuan county financial media award for the best transmission case as a typical case analysis of visual rhetoric.The author found that the current county-level media integration of local image communication practice,including the unique multi-dimensional visual symbols,the use of language symbols show the characteristics of "integrity and innovation";In the case,the purpose and meaning behind the communication of the interaction between visual symbol metaphor and metonymy,visual rhetoric activities not only play the aesthetic function,but also play the role of local image construction and local identity.Although the initiators of rhetoric activities have the characteristics of weak rhetorical personality,they have a strong concept of symbols.At the same time,they adopt the three-dimensional and diversified modes of communication to promote the county level media to obtain a large number of attention resources.Of course,as the initiator of the visual rhetoric activities,the county-level media platform is good at using a variety of figures of speech and the narrative techniques of the new era to enhance the power of communication and promote the development of the depth and breadth of local image communication.Finally,the practice of local image communication on county-level media platform can generate a complete and more meaningful rhetorical life course,and at the same time form an extended influence from local identity to the construction of public consensus.Then,the author investigates the causes of the visual rhetorical defects and rhetorical effects of the local image dissemination on the county-level media platform.At present,in the practice of visual rhetoric of county-level media and local image communication,the main defects still exist in the remote areas of western China,such as sichuan,including the defects of technical basis,the main defects of communication and the defects of talent development.At the same time,the author thinks that the occurrence of the visual rhetoric effect of local image communication is the unity of contingency and rationality.Excellent county-level media exploration and audience psychological motivation provide support for the development of visual rhetoric effect from contingency to rationality.In addition,in summary,the author summarizes the local image in front of the dissemination of visual rhetoric experience,and effects of visual rhetoric function,extending its profound political meaning behind,at the same time also have spread from the local image to the public purpose is verified this path works construction of county financial media construction,can build the unique spirit communication ecosystem.Finally,the author looks forward to the future of the visual rhetoric of local image communication on the county-level media platform.County-level media platform local image communication visual rhetoric development opportunities are good.The future development of the visual rhetoric of the local image communication on the county-level media platform is to form the bidirectional rhetoric construction of the public society.Second,to form a dynamic,benign development of visual rhetoric life course;Third,it must be in line with the interests of the vast majority of the people.At the same time,the author thinks that the study of local image communication is of far-reaching significance,which has profound political significance behind it.From micro to large,starting from local image dissemination,it will eventually enrich public discourse,consolidate national memory and form national identity.