Research On Leadership Image In Network Hot Words

In the media ecology of the strong development of new media,the construction of a new communication discourse system has become a realistic requirement.The effect of political communication and the shaping of the leadership image is directly related to the rhetoric of discourse,and it is necessary to choose a discourse system that is more acceptable to the public.As a condensed fragmented and grassrooted expression,the network hot words have a novel form and a fashionable sense of language.Thy can be expressed in "second speed",showing "giant energy".Thus thy create a strong "thermal efficiency" in mass communication.While promoting the dissemination of discourses and creating new discourse systems,thy are the provides an effective way of shaping the current leadership image.This study combines multiple perspectives to examine the positive and negative impact of network hot words on the image of leaders,in political communication.And it also aims to find out the relationship between word media communication and leadership image.This paper combines the relevant theories of communication and semiotics to reveal the related hot words as the expression of public,which can be regarded as a kind of spontaneous “selective contact”,satisfying the needs of the people.At the same time,thy achieve the consequent that evaluates and spreads the leadership image.As a language symbol,the arbitrariness and motivation contained in the creation and using of related network hot words provides more possibilities for presenting and disseminating the leadership image.The co-text enriches the content of the hot words and enhances the communication effect.The marked status of network hot words is changing,which indicates that this popular form of discourse can be adopted in the work of political communication.And the viral characteristics can effectively add a specific "brand image" to the leader.Therefore,It is suggested that the network hot words should be properly integrated into the political communication discourse of the new era.The government and leaders should change their idea.They should establish a proactive communication concept.And they are encouraged to use the network hot words to carry forward the typical positive ones and to criticize the negative ones effectively.