Study On The Communication Effect Of Short Video Of Liziqi's Cuisine

With the arrival of the new media era,great changes have taken place in the overall form of mass communication.Self media,especially short video,presents a blowout development trend in the era of mobile Internet,becoming an important communication carrier for the development of self media.As a new form of combination of video and self-Media,short video self-Media meets people's fragmented reading mode,breaks the limitation of time and space,presents the picture in people's vision more intuitively and stereoscopically,conforms to the development characteristics of modernization,and shows the unique development value."Liziqi" food short video is unique.It not only uses the traditional Chinese cooking method to show the coveted food to the audience,but also combines the rural and natural scenery to show the audience the life picture of Tao Yuanming's "return to the garden and live in the field".Hidden behind the gourmet is the traditional Chinese culture,which conveys the pursuit of harmony between man and nature,a free and open-minded attitude towards life,so that the audience not only indulge in the gourmet,but also meet their pursuit of inner peace away from the secular noise,and also meet the needs of the audience to learn and understand the traditional Chinese culture."Liziqi" food short video is close to life,the content shows the value of traditional culture,the form caters to the public's preference,and has won tens of millions of fans and praise on the Internet.Her unique style is deeply rooted in people's hearts and has a certain social influence.This paper will focus on the relevant research and analysis of "liziqi" short food videos,with the support of the theory of "uses and satisfactions",using content analysis,questionnaire survey and case study.This paper is divided into five chapters.The first chapter is a brief introduction to the research background and current situation;the second chapter uses the content analysis method to analyze the content characteristics of liziqi short food videos;the third chapter uses the questionnaire survey method to study the audience's motivation and influencing factors of using liziqi short food videos;the fourth chapter analyzes the audience's needs and satisfaction of using liziqi short food videos;the fifth chapteris based on making the This paper discusses the Enlightenment of Liziqi's short video communication of delicious food with the theory of satisfaction.It is found that the short video content of Li Ziqi's food has its own characteristics.While sharing the food cooking,it spreads the traditional Chinese culture,meets the needs of the audience's cognitive needs,emotional needs,personal integration needs,social integration needs and pressure relief needs,and obtains a good transmission effect,thus providing a reference for the development of short video self media.