Research On The Shaping Of Youth Image In The "New Youth" Column Of Xinhua News Agency

Youth represents the hope of a country and a nation,the shaping of youth image is very important for the development of young people.The popularity of youth subcultures such as "funeral culture" and "Buddhist culture" in the new media era has put a negative label on the youth group and affected the image shaping of the youth group.The mainstream media shoulders the important mission of public opinion guidance and mainstream ideology construction,and it is urgent to reshape the image of youth with the help of new media platforms.Taking the short video column "New Youth" of Xinhua News Agency as an example,from the perspective of visual rhetoric,this paper borrows the rhetorical triangle theory of visual image analysis proposed by American scholars Hesford and Brueggeman,and uses text analysis and case analysis methods.It analyzes its experience of constructing youth image and guiding positive value orientation from three aspects: rhetorical object,rhetorical strategy and rhetorical purpose.The first part of this paper summarizes the application characteristics of visual symbols in the "New Youth" column of Xinhua news agency through text analysis;The second part analyzes the visual rhetoric motivation of the "New Youth" column based on the visual turn of rhetoric and the internal and external needs of youth image reconstruction;The third part uses text analysis and case analysis to analyze the visual rhetoric strategies in the "New Youth" short video column from three levels: language rhetoric,image rhetoric,and comprehensive rhetoric;The visual rhetorical goal of the "New Youth" short video column is to create three types of youth image types,namely,the "screw" who loves and works hard,the social model willing to contribute,and the leader who inherits skills,and realizes the identity of the youth group;fifth Part of it puts forward some suggestions and inspirations for visual rhetoric to shape the image of young people.