Research On Rhetoric Situation And Rhetoric Strategy In The Crisis Communication Of Star Image

Star image is the product of a symbolic or discourse rhetoric constructed by a star as a public figure under the constraint of a specific discourse system.It is a comprehensive manifestation of social orientation and social influence,and also bears the corresponding economic value and a certain social and cultural orientation.Once the star falls into an image crisis,it is not only the collapse of personal image and the damage of economic value,but also the misleading of social and cultural values.Therefore,how to quickly grasp the crisis rhetoric situation and choose an effective rhetoric strategy in crisis events is crucial for a star to restore or repair his own image.This study is aimed at rhetorical phenomena in star image crisis,explores the rhetorical phenomena in the event of star image crisis,starting with the rhetoric angle and based on the rhetorical orientation theory of crisis communication,draws on the research path of "situation strategy" in the Coombs situation crisis communication theory.The introduction of section one introuduces the development of crisis communication and rhetoric,at the same time,discusses related research concepts such as crisis communication,rhetorical situation,rhetorical strategies,etc..Section two explains the reasons for the high incidence of the star image crisis from two perspectives:the current social environment and the identity of the main body of communication.Meanwhile,it analyzes the current dilemma of star image restoration from the aspects of star image crisis destruction and crisis response quality.Section three focuses the rhetorical situation elements in the crisis of star image.First,basing on Coombs' classification of crisis events,this study divides star crisis events,which are collected in the past 2017,into moral cluster,criminal cluster,victim cluster and accidental cluster.Then,discussing the two aspects of rhetorical role and rhetorical opportunity in rhetorical situations.Section four concentrates on the rhetorical strategies of the star image in the process of dealing with the image crisis,and compare the research on the rhetorical strategies between the West and China,aiming at seeking out the strategies that own universal significance and satisfy the restoration of the star personal image crisis.Section five selects typical cases,“Li Xiaolu overnight door event ",to verify the possibility of repairing the star image under the "Rhetorical Situation-Rhetoric Strategy" structure,which provides a reference for star individuals to grasp crisis situations and use rhetorical strategies.This study fills the gap of research on rhetorical strategies in the repair of personal images with stars as the main body,which provides a certain strategic basis for celebrities to repair their images and has strong practical significance.On the other hand,The interdisciplinary combination of rhetoric and crisis communication has promoted the development of rhetorical strategy research in crisis communication.