Study On The Heroic Image Communication Strategies Of Domestic Animation Films Since The New Century

Since the beginning of the new century,with the strong support of policies,the development of Internet technology and the entry of market capital,Chinese animation films have gradually emerged from the low point in the 1990 s and achieved prosperity and recovery.In the new century,a large number of domestic animation films have involved the image of "hero",among which there are the classic hero images like the Monkey King: Hero Is Back.However,at present,Chinese scholars mainly focus on the hero image features and construction,and few people involve in the field of communication.Therefore,based on the new features of the hero image communication in Chinese animated films since the new century,this paper makes a specific analysis of the communication strategies.Literature study and case-study methods are used to study the communication strategies of the hero image of domestic animation films since the new century.The communication strategies of heroe in domestic animation films in history is limited by the media and the communication environment.In the process of spreading the heroic image of animated film since the beginning of the new century,new features have emerged in the communicator,the content of communication,the object of communication,the medium of communication,and the environment of communication,although there are some shortcomings between these factors.Therefore,in the face of the new characteristics appearing in the animation of the animated film heroes,we analyze the integrated communication strategy,opinion leader strategy,interactive communication strategy and vivid communication strategy in the current hero image communication process.In the future,the animation enterprise should clearly identify their audience,adopt targeted communication strategies,and build an IP-based communication strategy and cross-cultural communication strategy.