Research On Brand Culture And Communication Of Wushu Based On Semiotics

With the emphasis on traditional Chinese culture,the research on martial arts culture in various fields has become more and more in-depth.However,martial arts culture also faces the dilemma of single development mode,stereotyped image and lack of cultural connotation.In this context,this paper studies the core issue of how martial arts culture enhances communication effect under the new communication environment,and makes martial arts culture open up a new world in the symbolic communication.Firstly,this paper studies the development and connotation of martial arts culture and finds that martial arts culture is composed of ancient Chinese philosophical culture,traditional Chinese medicine culture,military culture and art culture.From this,we can see the importance and complexity of martial arts culture.The current situation and strategic research have laid the theoretical foundation.Then,based on the "Laswell '5W" model as the theoretical basis,combined with the ternary theory of semiotics,the current situation and existing problems of martial arts culture are sorted out.Research conclusions: The bottlenecks that restrict the improvement of martial arts culture are mainly the lack of standardization of the communicator,the single mode of communication,the serious loss of the audience,and the lack of cultural connotation of the content.Thirdly,in view of the above problems,this paper analyzes the martial arts culture from the perspective of symbols,and subdivides the martial arts cultural symbols into four parts:the instrumental level,the institutional level,the behavioral level and the psychological level.Through these four levels,the symbolic value of martial arts culture is analyzed.Finally,under this revelation,this paper analyzes the countermeasures of martial arts culture communication from four aspects: improving communication efficiency,innovative communication mode,refining audience level and emphasizing cultural connotation.From the perspective of symbolization,(1)symbols are introduced into the martial arts classroom,and the folk martial arts culture is standardized as the basis of communication;(2)the combination of martial arts cultural symbols,multi-industry and multi-art is an innovative form;(3)the construction of martial arts cultural symbols needs to be differentiated.The appeal is the communication orientation;(4)Taking the core mining and essence integration of martial arts culture as the content principle,in order to effectively provide some reference and basis for the study of Wushu culture communication.