Interesting Production And Cultural Representation:Discourse Analysis Of Short Video Of "Taste"

The change of cultural taste is influenced by social ideology and by the new media form.The rise of “Tu” taste means the complexity within the current social consciousness.The main audience of “Tu” Short Video is the youth group.As the main component of the network society,they are the first to show the changes brought about by the transformation of the cultural paradigm.In the virtual space of the network,the deepening digital lifestyle invisibly shapes and produces their aesthetic judgments and value standards.Based on the perspective of social semiotics,this research comprehensively uses the analysis theories of media anthropology to establish three field points in the network virtual ethnographic research and obtain the first-hand analysis data of “Tu culture”.In the early stage,after the initial ethnographic research,120 records of the "Tu" short video that meet the requirements were selected,and the representative Weibo comment were catch through the scrapy program.Secondly,the short video and its comments were analyzed through the multimodal discourse analysis theory.Finally,make in-depth interviews with key people in the community to discussed the deformation and discourse expropriation of discourse embodied in the circulation of the meaning of the “Tu” symbol.The study found that the symbolic meaning of "Tu flavor" has both the inheritance of historical tradition and the interaction of multiple ideology tensions of the times.The “Tu-flavor”video is the physical carrier of the Tu culture,and the ideographic practice of the symbol gradually promotes the establishment of a certain value norm.Behind the interesting production,there is a discourse structure of aesthetic ideology.As a concept of meaning and production,the “Tu taste” has formed many symbolic concepts for different ideology exercises in the process of meaning circulation.