Study Of Short Food Video On Social Network Platform

With the popularity of mobile smart phones and the development of Internet communication technologies,short videos rely on social networking platforms to emerge and develop rapidly.With the advantages of small volume and low production barriers,they meet the needs of people to read and share in fragmented time,it has gradually became one of the most important ways for people to communicate and spread in their daily life.Food has always been an important part of Chinese life.As a sub-sector in the short video industry,food short video attracts a lot of people who love to watch on the social network,it is also favored by both viewers and the capital market.The short video of the food category brings a strong visual appeal to the audience through the sensual rendering.The content generally has a relaxed tone,and uses multiple means of communication to continuously expand its influence.The current stage of food-based short videos have been devoted not only to teaching people how to cook meals,but also to conveying the healing emotions through food,showing the audience a good way of life and life attitudes,in the process of watching,people get the expectation and imagination of the ideal life,and feel the joy of body and mind in a short time.This article is divided into six parts.The introduction part aims to clarify the purpose and significance of the research,and summarizes the existing research results of short video?social networks and food short video.The second chapter will sort out the development history of short video and food short video,explore the background and characteristics of short video,and sort out the development status of food short videos.From the chapter 3 to the chapter 6,we discuss the short videos of food from content,channel,audience and marketing mode respectively.The third chapter analyzes the contents of the short food video which has accumulated a certain popularity,summarizes the main types of short video of some food,analyzes its visual and audio-visual style with examples,and summarizes the relaxed and pleasant tone,personified images setting and storytelling of the language narrative with short video..The fourth chapter analyzes the communication advantages of social network platform and analyzes the distribution channels and specific communication strategies of food short videos.The fifth chapter analyzes the audience of the short food video of food and its psychological needs,and explores the significance of cultural consumption as a symbol in food short video.With the emphasis on visual symbols,food-based short videos convey an aesthetically meaningful living condition to people,convey the healing sentiments,and create differentiated spatial imaginations.However,some of the video's tendency to pursue spectacle is worth reflecting on.The sixth chapter focuses on the analysis of the means and marketing examples of realizing the current realization of food-based short video,mainly including advertising,self-supported e-commerce,platform subsidy,MCN platform development,and offline expansion of the industrial chain.