Symbols Competition In Omni-media Era

In the age of Omni-media era, the idea of dissemination has changed from one-way communication to two-way and multi-directional. More and more audience focus on the solace and spiritual enjoyment gained by using of different means of communication, on the values and sense of worth if the disseminator. The audiences need symbols consumption to prove their worldview and values orientation, to find their spiritual home, to enjoy a unique lifestyle. Therefore, consumption of irreplaceable spiritual values promoted the development of symbolic consumption.With the rapid development of modern economy and society, the use of new communication way to build self-esteem, to pursuit identity, to maintain relationships has become the inevitable choice of the audience, the means of communication has transformed into symbols which have special meaning because of the new pursuit of specific communication activities, not just to meet basic consumption needs of the audience. As a common phenomenon in today’s society, symbolic consumption has been widely accepted, the audience show their symbolic consumption value added by the mass media which can provide prestige and symbolic significance to show his personality, character, social status and power.First, the paper discusses the symbolic trend of dissemination in Omni-media era, the paper is divided into two sections to describe the symbolic spread of dissemination due to diverse media choices. This paper discusses the symbolic trend of subject and object, and considers the concept of the traditional audience is no longer fully applicable, the concept of "user" should replaces the concept of "audience", the symbol which represents subject and object has its own image meaning is the fundamental characteristics; later, the paper discusses the symbolic trend of dissemination contents, analyzes the symbolic transformation of "visual centrism".Secondly, the paper combines the series of the theory put forward by Ferdinand de Saussure, Charles Sanders Peirce, Roman Jakobson and Roland Barthes. The paper discusses the linguistic signs system and non-linguistic signs system in Omni-Media Era to introduce the competition of signans system; the paper discusses paradigmatic and syntactic relations to introduce the competition of combination; the paper discusses metaphor and metonymy to introduce the competition of meaning transmission; the paper also discusses denotation and connotation to introduce the competition of ideographic system.At last, the paper investigate cultural phenomenon and media competition in Omni-media era, the paper discusses the competition of signans system, combination, meaning transmission and ideographic system by analyzing four typical cases.