The Bidirectional Construction of Labeled Communication on Social Media and the Image of "Internet Celebrity Reporters"

Abstract

Against the backdrop of the rapid development of digital media technologies, social media platforms have become core arenas for information dissemination and public interaction. This paper focuses on the phenomenon of labeled communication on social media, exploring its mechanisms of influence on the image construction of individuals and groups. The study reveals that labeled communication simplifies cognition and reinforces stereotypes of communication objects through symbolic coding and group categorization, manifesting in three main types: group labeling, event labeling, and regional labeling, each carrying risks of cognitive simplification and biased reinforcement. Meanwhile, communication subjects engage in identity negotiation through "spectacularized" self-presentation by actively adapting to, resisting, or reconstructing labels. Driven by a combination of social structural factors (simplified projection of social contradictions), economic logic (dominance of attention economy), and psychological mechanisms (cognitive shortcuts of stereotypes), labeled communication exerts complex effects. Through case studies of labeled news reporting and practices of "internet celebrity reporters," this paper further illustrates that the image construction of "internet celebrity reporters" is perpetually caught in a game among institutional discipline, platform logic, and individual expression. Labeled communication, while enhancing visibility and dissemination efficiency, also leads to professional identity alienation and cognitive biases. The study proposes multi-level collaborative efforts, including journalists adhering to professional ethics, platforms optimizing algorithmic mechanisms, and society improving media critical literacy—to optimize the social media communication ecosystem, providing theoretical and practical insights for understanding media image construction in the digital age.