Research on symbolic empathy strategies for communicating Houguan culture to Generation Z
Generation Z is a rising force to take on the important task of national rejuvenation,but the shaping of their values has not yet been completed,and needs to be guided by advanced culture.As an organic part of the excellent traditional Chinese culture,Houguan culture contains a profound cultural spirit,which has a unique communication value for Generation Z.Generation Z's qualities of differential aggregation in emotional cognition,media personality and channel preference have brought challenges to the effective dissemination of Houguan culture.The deficiency of value manifestation of communication content,the lack of close expression of communication discourse,and the lagging behind of symbolic upgrading of communication form make it difficult for Houguan culture to be organically coupled with the mainstream narrative of Generation Z.In this regard,the symbolic empathy strategy has to be applied,focusing on the practical approach to the three dimensions of"Z generation":what to say,how to say it well and what form to use.Value rationality is used to lead the story content creation,dialogue consciousness is used to revitalize the theme discourse expression,visual representation is used to enhance the cultural channel experience,so as to elevate the influence of Houguan culture.
NETL
NSTL
万方数据
