Research On Symbolized Propagation Of Media From The Perspective Of Consumer Culture

As Mass media is a role that guides and creates symbolic meaning with its content production deeply influenced by China’s consumer culture.The most significant manifestation lies in the fact that it increasingly possesses the symbolic attribute.With the development of advanced Internet information technology,a new type of media,namely,self-media has emerged from the media.It has a more pronounced symbolization trend and shows different characteristics than before.However,the symbolic propagation mechanism of the media is like a double-edged sword.On the one hand,it is conducive to constructing its own symbolic value and forming a unique brand effect.On the other hand,it has produced a series of negative effects due to its free and open characteristics,for instance,the manifestation of personalization is ensured but with very highlighted effect of information cocoon room,the right to speak in public is guaranteed with very few responsible people,the volume of the article is very large and its content much sought after but with limited depth of content and other problems.Therefore,this article selects Yi Tiao,a successful case of self-media,to conduct a typical case study.Through the analysis of the symbolization of its content,we find that its brand symbol presents the following main features: The brand symbol presents the tendency of personalized content labeling,the cultural symbol pays more attention to the transmission of value concept,and the visual symbol tends to be minimalism.At the same time,from the perspective of symbolic propagation strategy,it realizes the transformation from simple “products sale” to “scenes sale” against the dissemination subject,engages in vertical fine-scale transmission of the targeted audience and also defines and begins to pursue the ultimate "magazine production" for the dissemination of content.After studying the regularity of the motivation,characteristics,strategies,and potential effects of the symbolized propagation of self-media,this paper concludes with the following inspirations: from the perspective of content,it has to be an intensive and original craftsman under the background of content age;From the perspective of audiences,it is necessary to conduct precise& focused communication and tap the potential inner needs of users;From the perspective of value,it must controls contents and disseminates the correct value orientation;from a strategic perspective,it needs to strengthen marketing thinking and achieves symbolic differentiation strategy.The article aims to provide some theoretical and practical reference for self-media in the future production of content and construction of symbolic values through the exploration of the symbolic propagation regularity of self-media.