A Study On The Media Image Shaping And Communication Of "Bing Dwen Dwen" From The Perspective Of Semiotics

During the 2022 Beijing Winter Olympic Games,the mascot "Bing Dwen Dwen" became more and more popular,even the scene of "one trick is hard to find" appeared,and there was more and more discussion on its media image and symbolic meaning from all walks of life.Among them,some affirm that Bing Dwen Dwen promotes Chinese culture and conveys a positive national image,while others question its hype.Whether positive or negative,it reflects people’s concern about the topic of "Bing Dwen Dwen" and the great influence of the Beijing Winter Olympics.From the perspective of semiotics,this paper takes "the media image and communication of Bing Dwen Dwen" as the research object,and uses questionnaire survey,literature review,case analysis as the research methods to conduct a systematic and objective study of Bing Dwen Dwen symbols.When studying its media image building,first of all,the media image of Bing Dwen Dwen under different fields is systematically combed;Secondly,from the aspects of communication environment,communicator,and communication subject,the media image of Bing Dwen Dwen symbol is presented in detail,highlighting the diversity and profundity of its significance.Thirdly,from the perspective of users,this paper discusses the multiple interpretations of the symbolic meaning of Bing Dwen Dwen.When studying its media image communication,it first discusses the impact on users’ psychology,attitude and behavior.Then,based on the user’s initiative,it selects SIVA theory as the basis,and puts forward suggestions to promote the sustainable development of Bing Dwen Dwen IP from four aspects: meeting user needs,strengthening cultural connotation,reducing manufacturing costs and increasing benefits,and building an omni channel communication matrix.Through the above research,it is found that the media image shaping and communication of Bing Dwen Dwen presents the following characteristics: 1.Bing Dwen Dwen "has different media images in three different fields of politics,economy and culture;2.When users interpret the symbolic meaning of Bing Dwen Dwen,they will be affected by multiple factors such as cognitive background and accompanying text;3.In order to achieve the sustainable development of Bing Dwen Dwen IP,we must first fully meet the needs of users.In response to the above characteristics,this article proposes the following optimization strategies: 1.Design a communication plan to ensure normal communication and avoid unexpected situations affecting the effectiveness of communication;2.Enrich the media image of Bing Dwen Dwen in multi-level and multi-dimensional ways,deepen its meaning construction,and strengthen user understanding;3.Build a more smooth communication platform to strengthen the symbolic value of Bing Dwen Dwen in communication;4.Explore and meet the deep-seated needs of users,and take targeted measures to improve communication effectiveness.Compared with other studies on media image and communication effect,the interpretation of Bing Dwen Dwen is just a small branch.It is hoped that some of the conclusions in this paper can provide reference for the development of Bing Dwen Dwen IP or the design and construction of mascots in the future,and also hope that more scholars will study and further improve this field,so as to promote the progress of theory.