语义共振下的热点形象转借传播研究  

Research on Hot Image Transfer Communication under Semantic Resonance

作　　者：李政昊 刘觐赏 LI Zhenghao;LIU Jinshang(School of Architecture and Design,China University of Mining and Technology,Xuzhou Jiangsu,221116,China)

机构地区：[1]中国矿业大学建筑与设计学院,江苏徐州221116

出　　处：《文化创新比较研究》2022年第32期64-67,共4页Comparative Study of Cultural Innovation

摘　　要：语义共振与热点形象是相互依存的共生词。依附热点形象转借进行观念表达,一贯是艺术大师常用的营销手法,屡试不爽且行之有效。语义的解读源于对热点话题的概括与凝练,通过制造语义热点词进行营销,可以与受众形成有机互动、引起共鸣,从而推动形象热点的产生。从符号学的角度来说,热点问题的产生是由于在空间中形成了符号文本,并且空间中互相关联的符号也发生了同频共振,这种共振能够形成广泛的传播效应,如若不符合此种功率,传播的效率将会大打折扣。因此必须探求语义共振与热点形象之间互相转接的媒介,才能探寻到其互相共生的传播机制。该文以语义共振和热点形象进行转借传播的成功案例进行解析,求解其背后的运行机制。以此为启示,探求当下品牌传播路径的创新构建方式,具有一定的参考价值。Semantic resonance and hot image are interdependent cowords.It has always been a common marketing technique of art masters to express ideas by relying on hot image lending,which is always successful and effective.Semantic interpretation comes from the generalization and concise of hot topics.By making semantic hot words for marketing,it can form organic interaction with the audience and arouse resonance,so as to promote the generation of image hot topics.From the perspective of semiotics,hot issues arise because symbol text is formed in the space,and the symbols related to each other in the space also have the same frequency resonance,which can form a wide range of propagation effects.If it does not meet this power,the efficiency of propagation will be greatly reduced.Therefore,it is necessary to explore the medium of mutual transfer between semantic resonance and hot image,so as to explore the communication mechanism of mutual symbiosis.In this paper,the successful cases of semantic resonance and hot image lending transmission are analyzed,and the operating mechanism behind them is solved.It is of certain reference value to explore the innovative construction mode of the current brand communication path.

关 键 词：语义共振 热点形象 转借 传播 

分 类 号：G206[文化科学—传播学]