Study On The Phenomenon Of "Rely On Hot Spot" In Mass Communication

In the context of pan-entertainment culture,relying on hot spots has become an important means for companies,media,arts and other communicators to obtain brand communication.This concept of communication comes from the communicators' pursuit of audiences preferences.As more and more communicators and audiences participate in the “rely on hot spot” feast,what kind of current situation does this communicator and audience interact to create? Is there any rationality in this momentous transmission? Through literature research,content analysis,case studies,and interviews,this article studies the phenomenon of “rely on hot spot” of mass communication,sorts out the elements of “rely on hot spot” in brand communication,and analyzes theoretically the behavior of communicators and audiences.And thinking about the influence“rely on hot spot” on society.This article will classify the phenomenon of “rely on hot spot” of mass communication from the perspective of a communicator from the media's news dissemination,the dissemination of works of art,and the company's brand communication.To collect and analyze the content of the “rely on hot spot”,the source of content,and the mechanism of communication behavior.With the help of Durex,WeChat public number “New Beijing News Review” and CCTV Spring Festival Evening to conduct detailed analysis.Finally reached the conclusion that this“rely on hot spot” communication feast is a return of the Recipient-centered Consciousness.However,the communicator and audience should respect the communicators' responsibility and guard the social atmosphere.They should also guard against the pan-entertainment while enriching popular culture.