On The Strategy Innovation Of National Trend Culture Communication

In recent years,the development of popular culture in China presents the characteristics of opposites and diversification,and various cultural forms collide and merge with each other.Culture is the boom in the traditional culture symbol element and contemporary pop culture trends in the process of organic combination,cognitive and practitioners through the cultural symbols of the production,consumption and reproduction,and the embodiment of the accumulative formation in popular culture spread all areas(the film and television,brand,gen,costumes,make-up,music,etc.)of the interactive mode.There are three main characteristics of the national tide culture transmission: first,it starts from the discovery of Chinese traditional cultural elements;Second,modern pop culture is integrated with Chinese elements;The third is to use commercial mechanism to realize the transformation of commercial value of products.This study starts from the development process of domestic goods,comprehensively uses literature research method,comparative research method,case analysis method,based on the communication theory,comprehensively uses the multidisciplinary dimension of narratology and semiotics,and combines the specific cases of the national trend culture communication to discuss the new changes and future development direction of the national trend culture development.From the concept of national tide culture,development status and existing problems and other aspects of the analysis.First of all,from the perspective of narratology,this paper analyzes the contents of national culture communication in three different narrative contexts: the actual function of objects,the cultural metaphor function,the basic representation function and the symbolic function of images,as well as the multiple narrative context and emotional narrative of music.Secondly,combined with specific cases of national trend culture communication,this paper analyzes the communication effects of the "originality","process","youth" and other communication channels of national trend culture communication,such as strengthening national identity,promoting the construction of cultural soft power,and helping to construct an innovative country.Finally,from the perspective of omnimedic media,this paper proposes to take advantage of the trend of variety shows to reach young audiences and to set up the site of campus media integration center respectively from the perspective of cognition and interest.At the persuasion and decision-making level,cultural and creative products are proposed to extend the core value of the brand,open offline flash mob to upgrade user experience.At the level of acceptance and identification,the author puts forward such national culture communication strategies as trans-boundary IP deep cultivation of brand,influence of popularity with Key Opinion Leader,and production of high-quality user-generated content.