The Research Of “Li Ziqi Phenomenon” Under The Perspective Of Cultural Transmission

With the popularization of the mobile Internet,short videos have gradually become a fragmented entertainment method favored by the audience and an information dissemination channel that the we media are willing to use,with a large number of users.The head IP in the short video field have a great influence on transmission.The self-media "Li Ziqi" is the big IP with international influence in the field of short video.With his video ideas of Chinese idyllic pastoral style,Li Ziqi presented a three-dimensional and vivid China to the world,which was well received at home and abroad;and made overseas Internet users have a newer and deeper understanding of Chinese culture.The success of Li Ziqi shows the possibility of spreading culture by short videos of we media and provides a template that can be copied.This article takes Li Ziqi 's short video and the social effect it brings about,that is,the "Li Ziqi phenomenon" as a research object,and comprehensively uses the relevant theories of cultural transmission and narratology to explore the universal cultural transmission laws under the complex cultural background.This paper consists of five chapters.The first chapter is the introduction,expounding the realistic basis and theoretical support of the research.This chapter mainly analyzes the research background and significance of the Li Ziqi phenomenon,and the achievements and shortcomings of the existing research,defines the concepts involved in the article,and introduces the theories of cultural communication and narratology.The second chapter systematically sorts out the development process of the Li Ziqi phenomenon and analyzes its cultural background from the two dimensions of content production and content dissemination.The third chapter takes the video content of Li Ziqi as the research sample,with the Stuart Hall's cultural representation theory,explores the cultural symbols such as diet,technique,clothing,native land and etiquette contained in the Li Ziqi phenomenon,and searches for the main characteristics of the cultural communication content of Li Ziqi.Thefourth chapter studies the narrative strategy of Li Ziqi 's cultural transmission from three aspects: "the narrative subject and the characters","theme setting and narrative time","lens language and music language".At the same time,select typical cases with cultural communication functions in the film and television works released by the official and we media,make a comparative study with Li Ziqi 's video,and analyze the winning tactics of Li Ziqi 's video,narrative-civilian narration.The third chapter and the fourth chapter altogether explain the process of meaning generation and cultural sharing in Li Ziqi phenomenon.Based on the above analysis,the fifth chapter discusses the cultural communication value of the Li Ziqi phenomenon in the four aspects of national,social,external communication and human development,and proposes three laws of cultural transmission in the era of we media from the perspectives of IP selection and acceptance,historical and cultural inclusion,and cross-cultural communication,namely the maximization of personal IP value,story-oriented communication,and de-ideological communication.