本研究试以符号消费及自我认同相关理论为理论框架，基于网络文化背景，结合《奇葩说》节目文本，深入探讨：网络自制节目是如何进行符号系统的建构并引起受众的符号消费的？又是如何在互动的过程中引起受众的自我认同，从而获得良好的传播效果的？通过分析发现，节目符号和自我认同成为了网络自制节目与符号消费走向结合的连接点。因此，笔者希望能紧扣《奇葩说》中“符号消费”与“自我认同”之间的互动关系，通过文本研究来剖析网络自制节目文本中的创新之处，并从中挖掘出一定的规律，用以指导媒介融合中网络视频自制内容的实践。

Original programs independently produced by some video sites have achieved great success. This paper attempts to account for the phenomenon through a case study. The study demonstrates that program symbols and self-identity are the connecting points between the program and symbol consumption. Furthermore, by textual analysis we intend to reveals innovations and special laws in the Internet-based original program, providing a helpful reference for the guidance of media convergence.