Study On JoyBo's Brand Communication In The Ritual View Of Communication

The change of media technology has caused great changes in the overall ecological pattern of communication.The brand communication of liquor has also faced enormous challenges and dilemmas.The concept of liquor brand communication has been transformed from a transmission view of communication to a ritual view of communication.The brand communication process,represented by the emerging liquor brand,became a huge cultural ceremony in which liquor Brands and consumers are equal participants.JoyBo shows obvious differences and uniqueness in communication practice with traditional liquor brands.Specifically,JoyBo uses the technical convenience to deconstruct and reconstruct the traditional liquor culture and establish a unique youth cultural community.At the same time,through the interaction of brand symbols and the repeated presentation of life rituals in specific scenes,consumers' cognitive memory of the brand is strengthened,and the weak interaction between members is transformed into a strong relationship between the members through online and offline interactions.The consumers with the media empowerment are incorporated into the brand's interest community,and respond to the brand's continuous export brand values by actively contributing group wisdom.By redefining the symbolic behavior of liquor and the ritualized behavior of drinking,JoyBo cultivates a new lifestyle that can highlight young consumers' attitudes and aesthetics among consumers.This not only meets consumers' demand on rational function of liquor,but also promotes consumers' perception of the brand to an objective and rational level.Moreover,it closely integrates consumers with brands to maintain good interaction and brand loyalty.JoyBo pays attention to the interactivity and affection in its brand communication activities,and deeply develop the emotional connections among consumers.Relying on new media technology,it captures the psychological needs of young people who are eager to social interaction and creates conditions for them to communicate and interact across time and space,and immerses the daily ritual of drinking into the young consumers' lifestyle.All the above initiatives provide reference for the younger transformation of traditional liquor brands and the sustainable development of emerging brands.However,in the process of JoyBo's brand communication,excessive rendering of emotions and over-building of social atmospheres lead to the deviate of consumer' focus.At the same time,if JoyBo could not rationally examines the subculture elements sought by young people in the process of brand communication,it is easy to make the brand a communicator and carrier of unhealthy culture.In addition,the imitation and copy of the JoyBo model by other emerging brands is also likely to result in serious homogenization of the liquor brand concept in the market.All the above problems are the traditional liquor brands that need to be transformed and the emerging liquor brands that are eager to develop cannot be ignored.Only overcome and solve these problems properly,can liquor brands realize the sustainable development.By the way,the ritual view of communication,based on the traditional cultural context,whose original social context is gradually disintegrated by technology and mass culture.Facing with the dissolution of common belief power,the way of social interaction and the renewal of social structure,and the change of audience aggregation,the concept also needs to accept the current Internet context and inject the theory into the connotation of the times.