On The Oversea Communication Of The Chinese Culture From The Perspective Of Peirce’s Semiotics

The traditional Chinese culture has a long history with extensiveness and profoundness.In today’s rapidly developing media era,we need to constantly tap our cultural advantages,keep pace with the times,and transmit our culture accurately.The iterative innovation of new media technology,the convenience and diversity of media platforms have contributed to the birth and development of many we-media creators.The communication effect and influence of we-media creators can even contend with those of mainstream media.For example,Ziqi Li,a blogger,famous for her “Traditional Chinese Food Culture”,was singled out for praise by CCTV.In her works,superficially there are not any traces of praises of China.However,deeply her exquisite images and warm narratives reveal her love for her hometown and her adherence to the traditional culture.Therefore,telling well China’s stories and disseminating well China’s voice require not only the voice of the mainstream media,but also the voices of the ordinary people from different regions of China with different subjects so as to present a true and comprehensive image of a great power of China.Based on the above,in order to better disseminate the glamour of the Chinese culture and raise the influence of the Chinese culture in oversea communication,this thesis selects Ziqi Li,a we-media person,as a typical instance of the Chinese culture in oversea communication.Taking Li’s You Tube videos as the research object,this thesis mainly adopts a case study method to subdivide and interpret its videos’ content with the help of Pierce’s semiotic theory.Through the analysis of the Chinese cultural symbols involved in Li’s videos and the traditional cultural values carried,and the thesis analyzes the effect of the Chinese culture from the perspective of semiotics.Firstly,it traces the source of the current situation of Chinese culture’s oversea communication,puts forward research questions based on the subject research background,and explains the research significance of the Chinese culture’s oversea communication.Secondly,through studying researches related to the topic,it expounds the current development status and prospects of semiotics and the oversea communication of Chinese culture.Then,starting from the Chinese cultural symbols,it elaborates the status quo of the Chinese cultural communication to the outside world and the specific representation of the Chinese culture from the perspective of semiotics,and the classification of the Chinese cultural symbols.And it subdivides and summarizes the theme of the popular videos of Li’s,and interprets and analyzes the cultural symbols such as “clothing culture”,“food culture” and “props and utensils” in the videos with the help of Peirce’s ternary theory.Finally,through the study of the semiotic presentation of the Chinese culture in Li’s videos on the You Tube platform,it analyzes the effects of the Chinese culture’s oversea communication from the dimensions of video characters,multicultural content and You Tube platform;considers the diversified directions of the cultural communication,and proposes an optimal path for the future development of the Chinese culture’s oversea communication.The friendship between the nations lies in the amity of the people,and the amity of the people lies in mutual understanding.As the first Chinese creator with more than 10 million fans on the You Tube platform in the we-media era,Li has showed the rural scenery and ancient cuisine of Mianyang,Sichuan,as well as the amazing traditional craftsmanship in a way of “gradually and imperceptibly persuading people at home and abroad to look at China positively”.She has attracted the attention of many overseas audiences.Therefore,the case study of Li’s videos on the You Tube platform is of great significance in the process of the oversea communication of the Chinese culture,and it is also conducive to truly promoting the spirit of the Chinese culture and enhancing the influence of the Chinese culture in oversea communication.