Research On The Cross-cultural Communication Effect Of Chinese Traditional Culture In Short Videos

In the Internet age,mass communication is changing with each passing day,and information transmission is efficient and convenient.People from all over the world can interact and exchange opinions anytime and anywhere.Cross-cultural communication is no longer unfamiliar and integrates into people’s daily life.For many years,the world’s right to speak has been controlled by Western countries,and they handle all influential media.China’s image,culture,and people have been discredited.However,cross-cultural communication started late in our country,the theory and practice are relatively weak,and the effect is not satisfactory.General Secretary Xi Jinping has repeatedly proposed upholding cultural self-confidence,going out of Chinese traditional culture,telling Chinese stories well,and spreading Chinese voice.To improve the soft power of national culture,cross-cultural communication is a key issue that we should pay attention to.Since the “Li Ziqi” short video was published on the YouTube platform,the number of subscriptions has been increasing.It has now reached 14.6 million,which has become a phenomenon-level event in the overseas dissemination of Chinese short videos.Her video uses "silence is better than sound",without using words to praise Chinese traditional culture,but tells the daily stories of Chinese people in the details,creating a new form of cross-cultural communication,which is a way for my country’s traditional culture to go out.The successful case,its way to success,is worthy of our exploration and learning.This paper selects 111 short videos published by Li Ziqi on the YouTube platform as samples,explores the concrete presentation of Chinese traditional culture in short videos,and summarizes his successful experience in cross-cultural communication.This article is divided into six chapters: First,it sorts out the literature review,clarifies the topic selection and research methods;on this basis,arranges the connotation of Chinese traditional culture in the context of time,and the spread of traditional culture from the perspective of new media Value and communication changes,analyzed the status quo of Chinese traditional culture spread in short videos;then analyzed the communication mode of "Li Ziqi" short videos,guided by semiotics theory,and analyzed China in "Li Ziqi" short videos.Dissecting traditional cultural symbols,summarizing the cross-cultural communication characteristics of the "Li Ziqi" short video;combining the high and low context theory and cultural identity theory,using data analysis and in-depth interview research methods to conduct the cross-cultural communication effect of the "Li Ziqi" short video Comprehensive discussion;compared the spread of "Li Ziqi" short video on Weibo and YouTube platforms,summarized the reasons why it is loved by foreign audiences,and how to use short videos to achieve a better China from the perspective of creators and the government Suggestions for cross-cultural communication of traditional culture.To sum up,this research conducted measurements from three aspects: cognition,emotion,and behaviour.It is believed that the short video of "Li Ziqi" has achieved sound cross-cultural communication effects on the whole,and foreign audiences can recognize Chinese traditional culture through various symbols.Accept and love it,and then give positive feedback in behaviour,but the effect of communication varies with the particular audience.