Construction Of The Giant Panda Image In Social Media ——Taking IPanda Homepage On Facebook As An Example

As an important cultural symbol in China international communication,panda's image in social media has become an important expression of contemporary Chinese image.From the perspective of "telling a good Chinese story",the image of panda is of great significance to vividly reproduce the charm of Chinese culture and enhance China's overseas image.This article researches IPanda homepage on Facebook running by CCTV by combining Python data mining and text analysis tool LIWC software.In the context of "telling Chinese stories",this article mainly answers three questions: how did the IPanda homepage construct the panda image? What panda image was constructed on the homepage? And the Chinese image as an extension of the panda's image in social media.In response to the question of how to construct,the article mainly conducts an in-depth study on the construction strategy of the IPanda homepage and concludes that the homepage narrative strategy is mainly divided into four types,which are the narrators‘ flexible conversion of the narrative perspective to enhance the construction of the panda image Engagement;expand the panda's activity scene by placing the panda in a rich space that highlights family relationships;by changing the time interval of storytelling,shape the slow-moving panda into a lively and active image;by anthropomorphic way,shape the panda Become a personified,unique image.In response to the question of what image was constructed,the article found through research that the image of panda portrayed by IPanda is a multi-layered complex with rich meaning and emotional charm.This complex mainly includes three aspects.First of all,at the identity level,the IPanda homepage presents a "honorable messenger" that not only represents the image of the country,but also arouses the common audience's favorite and "loving" through careful selection and artistic expression of the panda's biological characteristics.The image of "ordinary people" with "perfect" qualities.Second,at the shape level,IPanda has refined and highlighted the panda shape elements to shape the panda's biological characteristics into "moe" plush small animals wearing dresses,making the panda's image extremely contagious and affinity.Third,at the inner character level of the panda image,IPanda has re-exploited it,effectively shaping the lovely image of vitality,initiative,love,peace and friendship.In response to the problem of the Chinese image as an extension of the panda image,the author studied Xi Jinping and his wife's public speeches related to pandas,found the core position of China's construction of the panda image-friendship,and analyzed the profound Chinese traditional thoughts behind it source.Afterwards,the author traces the history and current situation of national image communication,compares the “Chinese Dragon” with pandas from the perspective of cultural symbols,and explains the advantages and appropriateness of pandas as overseas communication symbols in the current international communication context.Finally,based on the investigation of the construction strategy of the panda image of the IPanda homepage and the connotation of its image,combined with the audience survey of the IPanda homepage,the author proposes the panda social media image communication for the problems of the panda image construction on the IPanda homepage Optimization strategy: From the perspective of the audience,we should pay attention to the cultural "other" and respond to the needs of the audience;we should appropriately explore the meaning of panda culture and create different IPs for different pandas;from the perspective of national image communication,we should actively eliminate overseas audiences from understanding the deviation and learning from the excellent panda image development works.