Research On The Communication Strategy Of Short Video Of Cuisine

The continuous renewal and iteration of communication and information technology has promoted the rapid development of communication carriers and media.Diversified and multi-modal ways of information dissemination have endowed everyone with the right to disseminate information.The role of media dissemination of the Internet and mobile terminals has become more and more prominent and has attracted widespread attention of the whole society.With the improvement of people's material and cultural living standard,the acceleration of life rhythm,and the demand of fragmented reading feature of massive information capture in the era of big data,short video has become one of the ways of transmitting information between people in social network by virtue of its short time,less traffic and convenient viewing.The creation of gourmet videos has become the first choice of many short video creators with the advantages of low threshold,creativity and grounding gas,and can get high attention in the social network in a short time.As a result,many short videos of gourmet food emerged from the media like mushrooms after a spring rain,and created influential independent brands with their own advantages.They were strongly sought after by enlarged audiences,"Magic Food","Daily Cooking","Diary" and so on,which once triggered the creation storm of new short videos of gourmet food,making the scale effect and social influence of short videos of gourmet food different.Increasing competition.However,in this process,there are still some problems and obstacles in the production and dissemination of short video of gourmet foods,which need to be solved in time to promote the healthy development of short video of gourmet foods.This paper aims at discussing the basic characteristics and development strategies of short video communication of gourmet foods by using literature research method,qualitative research method,case analysis method,content analysis method,audience use and satisfaction theory,cultural communication theory and other communication theories.The paper is divided into six parts.The introduction part mainly summarizes the research status of short videos of gourmet foods and the related research results of short videos and gourmet communication.The second part systematically combs the rise,development process and current situation of gourmet short videos,so that readers can understand the origin and development of this concept.The third part elaborates the personality characteristics of short videos of gourmet foods.The fourth part mainly takes the short videos of domestic brands such as "Diary of the Eclipse" as typical cases to discuss thesuccessful strategies of short videos of gourmet foods.The fifth part of the current food Video shortage problems and causes are analyzed.The sixth part is based on the new trend of media platforms and intellectualization in our country.According to Lasswell's 5W communication mode theory,the innovative development strategies of short food videos are put forward from five aspects: the main body of communication,the users,the content,the media and the effect of communication.The seventh part summarizes the paper and puts forward the prospect.It clarifies that the short video communication of gourmet food is the requirement element of the development of the network social media in the current social environment in the new era,analyses the problems existing in its growth process,and puts forward reasonable solutions.It is an effective measure to solve the problems of the production and dissemination of short video of gourmet food,and it is inevitable to promote the healthy development of short video of gourmet food.Choice.