Empathetic Communication:Strategies and Effects of Guizhou's"Cun Chao"Going Viral
Guizhou's"Cun Chao"(Village Football Super League)has gone viral and become a phenomenal rural carnival cultural event.The process of going viral involves communication,interaction,and dissemination,where the shared or similar emotions,sentiments,attitudes,perceptions,and thoughts are expressed,delivered,shared and disseminated.It is a process of empathetic communication.One of the key reasons for the explosive popularity of Guizhou"Cun Chao"is its effective empathetic communication.From the perspective of empathetic communication,the strategies behind its viral success include the following four aspects:integrating diverse empathetic communication entities,selecting compelling empathetic communication content,choosing suitable empathetic communication channels,and utilizing impactful empathetic communication discourse.The empathetic communication of"Cun Chao"has led the audience from awareness to emotional connection,and ultimately to action,forming a complete empathetic process.It has sparked a football craze,promoted ethnic unity,and boosted the local economy in Rongjiang.However,there is still room for improvement in the empathetic communication of"Cun Chao".It is necessary to further integrate empathy into the construction of the"Cun Chao"communication platform,create a favorable public opinion environment through precise empathetic communication,enhance the agenda-setting capability of the Village Football brand through empathetic issues,and ensure that the communication content is emotionally engaging,thereby further fueling the continuous popularity of"Cun Chao".
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