| As new media technology develops so rapidly and various new media platforms emerges one after another,creating a strong brand has become the key for new media platforms to cope with fierce market competition.As one of the most well-known and influential youth cultural communities in China,the brand building of Bilibili has certain reference significance for new media platforms.Therefore,this study chooses to take the " Bilibili Spring Festival Gala " as the research object,refer to brand identity prism,and use the multimodal discourse analysis method to explore the changes of the brand image construction of Bilibili in the " Bilibili Spring Festival Gala".The study found that Bilibili comprehensively used a variety of means to construct its own brand image,and the brand image construction has undergone great changes in the past 13 years.First,the construction of brand physique mainly adopts the means of multimodal metaphor.By creating different metaphorical scenes,the brand physique constructed by Bilibili first changed from a "content sharing platform" to a "cultural community",and then emphasized the equal importance of the two.From 2022,Bilibili began to highlight the attributes of its "PUGC platform".Secondly,the construction of brand personality mainly adopts two methods:brand anthropomorphism and front-end of the enterprise background,and it is found that the construction of brand personality shows a trend of weakening the "otaku" feature.Thirdly,in the construction of brand relationship,Bilibili has always established an intimate and friendly relationship with users through three means:visual language,media interaction and role reproduction,and constantly improved the status of users in the relationship.Finally,the construction of brand culture is mainly realized through three ways:the content creation mode,the content control,and the discourse content that directly represents Bilibili.Meanwhile,it is found that the brand culture construction of Bilibili has enhanced its local cultural identity,cultural diversification and creator culture.Based on the above findings,the author summarizes the experience and enlightenment of Bilibili’s brand image construction.Firstly,multimodal discourse has become prevalent in brand communication due to the development of new media,greatly enriching the means of brand image construction.Thereupon,brand managers shall take the initiative to studying the expression rules and combination skills of various modal symbols,so as to improve the efficiency of brand communication.Secondly,the study finds that Bilibili always adjusts the brand image according to the change of environment and strategy on the basis of maintaining the continuity of brand genes,which suggests that brand managers cannot remain static when managing brand image,and should balance the flexibility and continuity of brand image. |
