On “Zibo Fever”from the View of Coding and Decoding Theory

Abstract

In March, the 2023 of a local barbecue in Zibo went viral on social media, reviving the local tourism industry and opening new opportunities for the city of Zibo, the "Hospitable Shandong" culture closely associated with Zibo barbecue has also attracted intense attention from netizens. With the help of Houle's coding and decoding theory, this paper takes the Zibo craze as the research object, explores the concrete application of the coding and decoding theory in practice, and deeply understands Houle's media culture communication theory.