| In recent years,the short video industry has been booming,but the research focus of the academic world is still on the leisure and entertainment function of short video,and has not yet explored its cross-cultural communication attributes.To this end,this study will carry out in-depth explanations from five aspects of communication subject,communication content,communication channel,communication audience and communication effect,in order to highlight the value and advantages of short video in cross-cultural communication activities.Further,this study will also solve the problem of balancing the “Personality” of local culture and the “Commonality” of world culture that must be encountered when using short videos to carry out cross-cultural communication activities,in order to strengthen the feasibility of using short videos to carry out cross-cultural communication activities.Finally,this study will use the constructed theoretical model as a framework and the You Tube's Li Ziqi channel as the case object to initially verify the explanatory power and applicability of the model,and systematically analyze the success of the case,in order to provide relevant inspiration and experience for future generations.The main structure of this study is as follows: The first chapter is the introduction,which describes the research issues,research significance,research methods,analysis framework,innovation points and difficulties.The second chapter is the research status at home and abroad,which respectively from the short video,cross-cultural communication and narratology three major themes for analysis,to seek theoretical resources and research direction for this study.The third chapter is short video development and the analysis of cross-cultural communication characteristics of short video,which unifies efinition of short video,combs the development process of short video industry at home and abroad,analyzes the external and internal environment of short video industry development,and systematically analyzes the cross-cultural communication characteristics of short video,in order to demonstrate the possibility of using short video to carry out cross-cultural communication activities.The fourth chapter is the theoretical basis and model construction,which successively introduces three research paradigms of narratology,Chatman's theory of narrative structure,Cassirer's philosophy of symbolic form,Hall's high context and low context,and TingToomey's identity negotiation theory,and on this basis constructs the dual narrative model of short video from the perspective of cross-cultural communication to carry out the contradiction between cultural personality and cultural commonality in crosscultural communication activities.The fifth chapter is the case analysis of You Tube's Li Ziqi channel,which briefly introduces Li Ziqi's creation process and the influence of You Tube's Li Ziqi channel,and uses the dual narrative model of short video from the perspective of cross-cultural communication to makes an in-depth analysis of 102 short videos of You Tube's Li Ziqi channel from three aspects: the core elements,the narrative inner layer and the cross-cultural communication outer layer,in order to verify the explanatory power and adaptability of the model and to sum up the success of You Tube channel Li Ziqi.The sixth chapter is the conclusion and prospect,which summarizes the conclusions and findings of this study,points out the lack of research,provides reference and inspiration for the follow-up study.The main findings are as follows:(1)the characteristics of cross-cultural communication of short video includes: Diversity and universality of the communication subject,fragmentation and cultural of the communication content,fission and interaction of the communication channel,initiative and global of the communication receiver,depth and fidelity of the communication effect.(2)The dual narrative model of short video from the perspective of cross-cultural communication includes: Taking story,discourse and context as the core elements,content production,expression production and meaning production as the narrative inner layer,and cultural symbols,cultural communication and cultural identity as the cross-cultural communication outer layer.(3)Analysis of the core elements of You Tube's Li Ziqi channel: Chinese cultural stories(themes are Chinese cuisine,intangible cultural heritage,and traditional handicrafts)shape cultural personality in international vertical and domestic horizontal comparison;short video discourse connects cultural personality and commonality with its visual and acoustic,temporal and spatial discourse attributes,and accurate distribution,popular recommendation and other discourse functions;The social and historical context of "alienation" oppression and the narrative context of pastoral take care of the world cultural commonality.(4)Analysis of the narrative inner layer of You Tube's Li Ziqi channel: content production includes event production(core events and subordinate events),character production(round characters and flat characters),background production(courtyard background and village background);expression production includes narrative communication subject production(real author,implied author,narrator,narrated,implied audience and real audience),perspective production(observed perspective and experiential perspective),voice production(language,simultaneous voice and background music);meaning production includes character meaning,ecological meaning,life meaning,aesthetic meaning,cultural meaning and emotional meaning.(5)Analysis of the cross-cultural the communication outer layer of You Tube's Li Ziqi channel: cultural symbols include four aspects of Chinese farming,diet,handicrafts and aesthetics;cultural communication ability comes from the cross-cultural communication characteristics of short video;cultural identity comes from the identity needs of cultural homogeneity and context sharing. |
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