Research On The Construction Of Media Image Of Colleges And Universities By Short Video From The Perspective Of Semiotics

In the new media environment,the public ’s perception of individuals or social groups is no longer simply composed of news reports or offline interviews,but more influenced by the image presented by social media.The media image of colleges and universities is an intangible asset in the development of colleges and universities.If colleges and universities want to increase their attention and influence and obtain rich human,financial and material resources,they need to pay attention to the shaping of their own media image.As the most popular new media,short video has naturally become an important communication platform for universities to show their media image.This paper takes semiotics theory as the research perspective,adopts the research methods of case analysis and content analysis,selects the representative "first-class universities" construction universities as the research object,and uses the theories related to semiotics such as syntagmatic and paradigmatic relations,entension and connotation,metaphor and metonymy to interpret the meaning of short videos in universities,and on this basis,analyzes the construction of media image in universities.By combing the symbol usage of 1933 college short video samples,it is found that in visual symbols,college short video focuses on the use of student and teacher character symbols,and also focuses on the presentation of objective scenes,while auditory symbols and action symbols have an auxiliary effect on the presentation of the meaning of college short video.Regarding the interpretation of the symbolic meaning of short video in colleges and universities,the research confirms that there is a coupling relationship between paradigmatic relationship and symbol selection,syntagmatic relationship and montage,that is,symbol selection and symbol permutation and combination have a certain influence on the generation of short video meaning.In the short video of colleges and universities,the meaning of symbols has two levels : extension and connotation.The media image of colleges and universities is mainly reflected in the analysis of the meaning of symbols.Metaphor and metonymy are two ways of thinking to interpret the meaning of symbols.Through these two ways of thinking,we can understand the profound connotation conveyed by symbols in short videos of colleges and universities,and can also deeply interpret the media image of colleges and universities on this basis.A good media image has brought many influences to colleges and universities,and has value significance in changing audience behavior,driving internal construction,and generating value identity.At present,colleges and universities use short videos to shape media images.There are successful experiences to learn from,but on the whole,there are still many deficiencies.Problems such as lack of diversity of symbols,incomplete interpretation of meanings,and modeling of symbol use still exist.We can try to improve from three aspects : multi-symbol construction,giving full play to the initiative of colleges and universities,and improving the degree of specialization of creation.This paper analyzes the construction of the media image of the current "first-class universities",in order to provide some ideas and reference value for the construction of the media image of the university in the future.