The Construction Of Symbolic Sign Of Hainan In The Context Of New Media

The unique natural environment and cultural connotation of each region determine that the subject must be rooted in the local background in the process of constructing its own image,and at the same time a representative symbol must be chosen.As a geographically distinguished information marker,coconut has become a typical representative of Hainan's symbolic sign.In the context of globalization and new media,the image of Hainan and the "coconut" are particularly closely related.Based on the the construction of symbolic sign of "coconut" in Hainan Daily and Baidu News from 2008 to 2018,this paper outlines the topics of news reports and compares the differences in details like focuses and modes of discourse by Semantic Network Analysis and Word Frequency Analysis.A descriptive study analysis on the construction of the symbolic sign of Hainan is made with the support of frame theory,agenda-setting theory and document analysis method.The conclusions are as follows.First,in news reports over the past decade,as the main contents producer,the official discourse subject like Hainan Daily mainly considered the positive image construction of the symbols represented by coconut in Hainan.Second,since the reform and opening-up and the establishment of Hainan Province,the construction of the Hainan spirit,represented by "coconut palm spirit",and its symbolism,has been the main theme for publicity through different times.Third,the symbols of coconut,which were used to shape the image of the subject and widely existed in various reports,had similarities in contents but structural differences in forms.Fourth,due to the characteristics of fragmentation,verticalization and decentralization of the Internet communication in new media context,the construction of coconut symbols took on the features of being integrated by multiple voices and being presented dynamically by multielement,but remaining highly dependent on the single source of official media.Last,the focus for future construction of symbolic sign of Hainan should be its beautiful ecological environment,abundant tourism resources and prominent strategic position as the special economic zone.Communication resources need to be integrated to help the official publicity of mainstream ideology interact effectively with the public opinion field.