| In recent years,the development of China’s hard power is obvious to all of us.Compared to the ever-increasing hard power,the development of China’s soft power in the international community has always been in an unbalanced state,which makes the voices for enhancing the ability of Chinese culture to communicate to the outside world and enhance the "cultural soft power" more and more attention in recent years.Cross-cultural communication activities are an important way to strengthen the country’s "soft cultural power",but Currently,our country still has many drawbacks on the road of Chinese cultural exchanges with foreign countries.As a new communication carrier,short video plays a Unique function in cross-cultural communication.Especially the unique "foreign internet celebrity" short videos that have emerged in recent years have quickly attracted the attention of a large number of viewers."Foreign influencers" short videos from the media adhere to the communication philosophy of "promoting cultural exchanges and dissolving cultural misunderstandings".By uploading short video content to social media platforms,they shared their life and social experiences in China,Spreading Chinese culture on the road to revival,the " YChina " is excellent in this type of video,and it is the representative of this type of short video from the social media.This article takes the short video of " YChina " as the research object,mainly uses content analysis method,and analyzes its 58 original videos published on the Bilibili video website as research samples,and analyzes its experience and experience in cross-cultural communication.practice.The thesis includes four sections.The first part explains the background of this research,methods of this study,and research innovations.The second part mostly put forward the problems in our country’s cross-cultural communication,the rise of “foreign internet celebrities” short videos,the connection between short videos and cross-cultural communication in the perspective of cross-cultural communication;The third part takes the "YChina" as an analysis case,and cuts in from three aspects: the topic type of the short video,the expression characteristics of the short video,and the narrative style of the short video,Summarizes the communication characteristics of its video content through statistical data,and extracts its experience and practices presented in the cross-cultural communication of short videos.The fourth part is based on the content analysis results,discussed the advantages and limitations of "YChina" short video in cross-cultural communication,analyzed the thinking on the external communication of Chinese culture brought about by the outsider’s perspective communication method represented by the "YChina",at the end of the article,it is concluded that the short video of "YChina" has the characteristics of prominent theme selection,fixed main body of communication,close to the audience’s psychology,and emphasizing objective and true positions.This has also brought a lot of enlightenment to our country’s cross-cultural communication strategy: we should cooperate more with the "other" self-media,innovate the communication model,adhere to the audience standard,dispel stereotypes,and construct new cultural symbols. |
