| In the early 1980 s,with the implementation of the policy of opening up to the outside world and the reform of the market economy,the old consumption structure and concept of life began to change,which also provided an opportunity for the introduction of Western culture.As part of Western astrology,the “constellation” knowledge is also blown up in the country with the help of this shareholder.Today,after decades of domestic mass media communication,this exotic constellation culture has gradually faded away from the mysterious and embarrassing feeling,which has evolved into a Chinese-style mass culture.Among them,the rise of open and inclusive Internet communication plays an important role in the spread of constellation culture in the country.Over the years,social media,especially Weibo WeChat,has helped to further accelerate and expand the spread of the constellation culture,and to make it a new and diverse expression,even to become more connotative by secondary creation,and thus to younger groups.More attractive.The constellation culture itself has complex connotations and non-scientific parts,but it is a unique way for a significant portion of the population to meet the cognitive needs of the self and the surrounding environment.At the same time,the constellation culture is increasingly integrated with the mass consumer’s clothing,food,housing and other consumer sectors through sophisticated marketing communication methods,which has given birth to new symbolic consumption and emotional consumption,which makes the spread,popularity and influence of the constellation culture a worthwhile study.The problem.In this paper,the well-known WeChat public number “Constellation is not asking for people” is taken as an example to conduct a special investigation on the communication,marketing and audience satisfaction of the constellation culture in new media,trying to explain this popular cultural phenomenon.The problem is analyzed and some countermeasures are provided. |
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