A Visual Rhetoric Research On HuyaTV

These years,with the rapid development of Internet technology,the live webcast industry has suddenly emerged,becoming the focus of market and society.Lots of live webcast platforms continue to emerge,the scale of users is growing rapidly,and live webcast has begun to enter the lives of the general public,becoming an important way for people to entertain,learn,and socialize.As user dividends fade and industry development stabilizes,"grabbing people" is no longer the main way for each platform to compete.How to improve the audience's visual viewing experience while providing high-quality live content has become the focus of attention of various platforms,so research How to attract audiences visually and how to achieve breakthroughs and innovative development in the visual aspect of the live webcast platform is extremely important.In a webcast platform,the live webcast screen is mainly based on the live webcast content of the webcaster,and it also includes the series of virtual props and image symbols set by the live webcast platform.When the audience is watching the live webcast,these dynamic image symbols have become an important medium and play a role in conveying information.The research in this paper follows the three peoblem areas of visual rhetoric refined by Sonja K.Foss: "nature","function" and "evaluation".This paper sorts out the visual text of Huya TV,extracts visual symbols from it for rhetorical analysis,and combines in-depth interviews to study the rhetorical effects of these visual signs,so as to dig out the visual rhetoric methods and strategies used by Huya TV.Providing reference ideas for other webcast platforms to innovate on the visual screen.The research found that the platform image symbols in Huya TV promoted the interaction between the audience and the webcaster,and between the audience and the audience,and shaped the audience's emotional identification with the webcaster and its fan group.From a macro level,these symbols are even more of a live webcast culture.Promoter of production.The live webcast platform uses metaphors,metonymy,contrast,exaggeration,and repetition in the image symbols to shape the audience's online virtual identity,realize the multiple transmission of emotional meaning,and satisfy the audience's social and entertainment Demands and financial interests of the anchor.Research believes that when designing image symbol,webcast platforms should start with the extraction of classic symbols,color matching and coordination,multiple rhetoric techniques,and brand image implantation in order to improve the viewing experience and maximize the communication effect.At the same time,we need to be wary of the prevalence of consumerism and the anomie of visual ethics in live webcasting.This paper studies the Huya live broadcast platform from the perspective of visual rhetoric,summarizes the method of Huya live broadcast for visual image innovation,and provides theoretical support and reference path for the future development of the webcast industry.