Research On Innovation Diffusion Of IP Image Bing Dwen Dwen

The 24 th Winter Olympic Games will be held in Beijing on February 4,2022,and the mascots of the games,Bing Dwen Dwen,will receive a warm welcome.As of March 6,there were more than 100 trending topics related to Bing Dwen Dwen on Weibo.Among them,the hashtag # Bing Dwen Dwen# has been read 5.9 billion times,causing 1.836 million people to talk about it.Several other trending topics have also received hundreds of millions of views.Bing Dwen Dwen has become an IP image with a wide audience base,its own topic influence and realized IP realization.This paper takes IP image Bing Dwen Dwen and its adopted audience as the research object,takes the innovation diffusion theory as the framework,and analyzes the innovation attribute,communication channel,diffusion process and its reinvention phenomenon of IP image Bing Dwen Dwen in detail through the research methods of questionnaire survey,unstructured interview and participatory observation.Based on the Internet data analysis platform,relevant reports,literature and other contents,this study firstly sorted out the course of IP image Bing Dwen Dwens popular emergence,and elaborated its image characteristics and cultural connotation,laying the groundwork for the subsequent specific analysis of its innovation diffusion.Secondly,in the second part,based on the participant observation data and questionnaire data,the innovation attributes of IP image Bing Dwen Dwen,namely,comparative advantage,compatibility,complexity,experimentability and observability,are analyzed and elaborated.In addition,I have made an in-depth analysis of the diffusion channels of IP image Bing Dwen Dwen,and found that in the current media environment,new media channels have gradually become another important channel of influence diffusion.On this basis,combined with the questionnaire data and interview materials,the paper investigates the five stages of Bing Dwen Dwens innovation-decision-making,and makes a simple review of the social support system of its diffusion.The third part aims at the phenomenon of audience reinvention in the execution stage of innovation-decision-making process,that is,the phenomenon of the second creation of the whole people by IP image Bing Dwen Dwen.In combination with Jenkins participatory cultural theory,it expounds the form of audience participation in reinvention,the motivation of reinvention,the influence of reinvention and potential risks.Based on the analysis of blog posts under the topics of “Bing Dwen Dwen for All the People” and “Bing Dwen Dwen for Everything” on Sina Weibo platform,as well as blog posts of the Bing Dwen Dwen Second creation section of Weibo super language,it is found that audiences re-invent image IP Bing Dwen Dwen through appropriation,collage and other ways out of self-expression or display,social communication and traffic harvesting motivations.Rediffusion is realized through weak connection under forwarding and sharing and strong connection under recommendation and discussion.At the same time,it also brings cold thinking about copyright issues.Finally,combined with the new features and phenomena of IP image Bing Dwen Dwen in the diffusion process,the new changes of the theory of innovation diffusion in the context of new media are thought and supplemented,and the enlightenment to the innovation diffusion of IP image is summarized from the perspectives of the connotation shaping of IP image and communication channels.It is found that different from the era of Rogers Institute,adopting individuals are no longer limited by traditional communication channels.In the context of new media,the diffusion of innovation is also different from the past,with many new features and new phenomena.The specific manifestations are as follows:first,when the difference of use cost is almost negligible,the higher the level of innovation can meet the needs of the adopters,the more favored and pursued it will be,and the faster its diffusion speed will be.Second,the new media channel combines the characteristics of interpersonal communication channel and mass communication channel,changes the traditional one-way communication,and forms an interactive network communication structure.All the audiences appearing as nodes can produce and release information,and can flow into the network in a non-linear way.Thus,the new media communication channel has become another important channel for the current influence diffusion.It plays an important role in the cognitive stage.Third,in the process of innovation diffusion and diffusion,“centralized diffusion system” and“decentralized diffusion system” play a role together in a form of integration and diversity diffusion.The two are no longer two opposing concepts,but a unified whole,forming a horizontal and vertical combination of participatory communication,and becoming one of the most powerful tools to promote innovation diffusion.