Research On Semiotic Communication Of WeChat Public Account Of Celebrities

The WeChat public account has risen in 2012 and taken 7 years from research and development to the present.It quickly occupied all social channels,including the government and enterprises,and led a group of personal WeChat public accounts to be famous and obtained huge flow and objective benefits.The WeChat public account of celebrity has been a prominent research of We-Media in recent years.However,studies with focus on female growth and celebrity public account are scarce,if any,almost none of them are carried out from the perspective of Semiotics.This article uses the “Soul-Scented Woman” WeChat public account as an example to study the communication strategy and operation model of the combination of celebrity WeChat public account and semiotics.Semiotics research mainly covers advertising,tourism,art,culture and other fields.There is less semiotic research on the WeChat public accounts of celebrity.This article uses the “Soul-Scented Woman” WeChat public account,a celebrity WeChat public has more than 7 million followers,as an example to study the guiding significance of the theory to the practical operation from three parts: the full text of semiotics,the Jacobson model,and the transfer model of celebrity symbol meaning.This research provides more empirical research for the later development of semiotics,especially the emerging self-media field of WeChat public account,and has an enlightening role in the later operation of other WeChat public accounts.The study of celebrity WeChat public account's communication strategy and operating model in this article mainly include the introduction of celebrity WeChat public account and “Soul-Scented Woman” WeChat public account,status,classification,publicity,media advantage,poetic embodiment,article features,platform features,profit model,and the revelation of celebrity WeChat public account symbols.This article emphatically analyzed the mechanism of three companion texts: type text,subtext,meta text;the manifestation of the emotional,motivation,communication and poetic in the WeChat public account;the migration process of the transfer of celebrity symbol meaning,the celebrity endorsements,and the product consumption;and the celebrity WeChat public sign Operation Symbol Dissemination Enlightenment,how carries on the symbol communication.This article uses in-depth interviews to interview 13 respondents on 12 questions,mainly about the communication strategy and operating model of the “Soul-Scented Woman” WeChat public account.Based on the results of this interview,this article explains how the communication strategy and operating model of the celebrity WeChat public account and the "Soul-Scented Woman" WeChat public account combine with semiotics to generate great influence and profitability.Through research,we have learned the reasons for the success of the WeChat public account of celebrities,such as the " the woman with a fragrance in her soul ".It deepens the guiding significance of the full text,the Jacobson mode and the celebrity symbol meaning transfer mode theory in operation practice,and provides more empirical research for the development of semiotics,and also provides enlightenment for WeChat official account operation.