Research On The Image Of Takeaway Brother On Sina Weibo

In recent years,the development of the Internet,digital economy and sharing economy has provided the basis for the continuous emergence of new occupations and new formats in China.The takeaway brother is an emerging occupational group that conforms to the trend.Now it has absorbed a large number of social employment groups and plays an important role in people’s daily life,which has attracted widespread attention of the public.Sina microblog has gradually become an important channel for Internet users to obtain information and an indispensable social tool because of its low entry threshold,personalization,strong interaction,decentration and entertaining characteristics.The image of the takeaway brother presented by Sina microblog will affect the interpretation of the mass media image of the takeaway brother to some extent.This paper takes the "popular microblog" about takeaway brother in 2021 as the research sample,and uses content analysis and discourse analysis to analyze the image of takeaway brother presented by microblog.According to the statistics and analysis results of samples,it can be seen that the main publishing subjects of "popular microblog" are personal authentication user,official media and government media.It is difficult for ordinary users to join the ranks of "popular" and lack of discourse power and communication influence.Sina microblog on takeaway brother content theme is rich and diverse,but it mainly focuses on three themes: courageous /helpful /warm and kind,social rights and security / establishing rules and regulations,strong optimism / Inspirational struggle.In terms of content presentation form and information type,the number of microblogs with text plus video and pure narration is the largest.In terms of gender and region,the proportion of men and women is unbalanced,and mainly concentrated in East China.In addition,through the comparative analysis of media,personal authentication user,government media and ordinary users ’ microblog samples,it is found that the four types of users have both similarities and differences in shaping the image of takeaway brother.In terms of discourse construction,micro-blog users often use colloquial words with obvious network characteristics and changeable and flexible sentence patterns for discourse expression.In terms of rhetoric strategies,they mainly use ’ metaphor ’and ’ reference ’.In terms of discourse style,there are some differences in the discourse style of different content theme texts.Sina micro-blog presents the takeaway brother image is mainly divided into three categories : positive(hard-working workers,practitioners of social positive energy,humorous and lovely jokers and "experts" proficient in 18 kinds of martial arts),Neutral(the victims who are not respected,the weak whose rights and interests are not guaranteed,and people who are cared and helped)and negative(the people who have frequent traffic accidents,offenders,and lack of professional ethics),mainly positive images.The image of takeaway brother presented by micro-blog platform is the result of many factors such as takeaway brother himself,micro-blog characteristic-s,industry supervision and so on.