Perspective Of Automobile Brand Communication Based On The Ritual View Of Communication

The change in technology has led to a dramatic change in the ecology of communication.The new digital development has brought people closer together.“Connected consumers” are now a new normal consumer society.Changes in consumer behavior and consumption habits have also brought about tremendous changes in brand communication.Automobile brand communication has gradually emerged from the mode of mass communication era,forming a brand communication practice path based on the new communication ecology.The theory of communication rituals proposed by James Kary opens up a new perspective of communication studies,highlighting the subjectivity of the audience and the ritual metaphor of the process of communication,revealing that the essence of communication is the sharing of meaning.This paper takes the dissemination of ritual view theory as the research perspective,selects the typical MINI car with brand communication practice as the research object,and conducts research and analysis on its brand communication activities.As an automobile brand,while MINI building brand communication practice,it built a platform for fans and car owners to share stories and identify,and built a cultural sharing ceremony for brand communication.First of all,by inheriting the design of classic models,MINI constructs the prototype of brand ritual communication from the symbolic point of view,and creates a sense of ritual of brand communication through ritualized content production.Secondly,the MINI brand online uses open content production mode and multimedia channels to build a brand communication position;offline to form a physical brand community through space sharing;horizontal radiation establishes an MINI-centered urban lifestyle platform,and builds an audience for the audience.Sharing the fields of hobbies,opinions and beliefs,and using MINI cars as the entry point to communicate and share in many fields,creating conditions for the formation and gathering of brand communities.Finally,fans and owners of MINI cars participate as the main part of the ceremony,not only to obtain content information related to the MINI brand or products,but also to reproduce the content and share the beliefs and values with other fans.Fans and car owners are immersed in the cultural sharing ritual built by the MINI brand.They build an “imaginary community” by sharing performances and imaginations across time and space,and sharing stories and expressing attitudes to strengthen their recognition of themselves and groups.In turn,the sense of satisfaction and belonging are obtained,and the emotional energy that unites the group is formed.In summary,MINI pays attention to the process of the whole communication in the brand communication activities,deeply explores the emotional connection between fans and car owners,and takes the fans' interest points and urban life as the starting point to build an urban lifestyle circle centered on automobile and brand culture.To build a common field of fan and brand communication rituals,and to transform the interaction between brand communication activities and fans into a sharing ceremony of brand culture,which provides value and enlightenment for the automobile brand communication practice in the Internet era.