Research On The Dissemination Status Of Phenomenon-level Gourmet Short Videos

In recent years,with the advancement of technology,mobile short video has quickly become a new type of communication method with its advantages of low operating threshold,fast communication speed,and strong social attributes.With the continuous entry of professional content,the development trend of vertical subdivision of short video is obvious and has become mainstream.Among them,gourmet short videos stand out from the vertical field due to their content practicality and production simplicity,and have become one of the four vertical categories of short videos.With the joint efforts of the platform and self-media people,some unique short food videos have begun to emerge,with high-quality content output and unique style positioning,which has won the love of the majority of users and gradually formed their own influence.Among them,there have been phenomenal gourmet short videos,which have achieved a new height in the development of gourmet short videos and become the industry benchmark in the vertical field of short videos.In 2017,food blogger Li Ziqi launched a series of short videos of ancient style cuisines.She has a unique way to penetrate the elements of ancient style through the gourmet production,and presents the idyllic pastoral life in exquisite audio-visual language,bringing the audience a new visual experience and spiritual enjoyment.With the continuous output of high-quality content and the continuous expansion of communication channels,Li Ziqi's short video has formed its own content characteristics in the vertical field of food,and then established a food brand.In December 2019,Li Ziqi was named by Renmin Ribao,Xinhua News Agency,CCTV and other domestic mainstream media,affirming her contribution to the spread of traditional Chinese culture.The high evaluation given by the mainstream media prompted her video to usher in explosive development,and in one fell swoop became a short video of phenomenal food in 2019.This article takes Li Ziqi short video as a research case,combs the development process of gourmet short video,studies the rise of phenomenon-level gourmet short video,and analyzes and discusses the reasons for its popularity,communication characteristics,and audience needs.Communication strategy.This article mainly uses the literature research method,case analysis method and content analysis method to conduct an in-depth and systematic analysis of Li Ziqi 's short video,and uses the mass communication,cultural communication,brand communication and other theories assupport to comb the status quo of communication in detail.And profiling.This article is mainly divided into five chapters,from the production of phenomenon-level gourmet short videos to the in-depth analysis of the research case "Li Ziqi" in this article,from the table to the inside,layer by layer,and finally,the communication strategy of gourmet short videos is used as the research of this article The final foothold.The research found that this article believes that high-quality content production is always the foundation of phenomenon-level gourmet short videos,as well as its core competitiveness,distinctive style positioning and unique personal IP creation to help realize the value of content,while diversified communication channels The thorough integration and precise grasp of the audience's deep-level needs,coupled with the promotion of mainstream media,the organic combination of these elements has contributed to the short video of Li Ziqi becoming a phenomenon-level gourmet short video and a social phenomenon that people pay attention to.Based on the macro and micro perspectives of the current situation of phenomenon-level gastronomic communication,the author finds that it is worthy of learning and learning from the industry,and accordingly proposes a corresponding communication strategy,so as to be engaged in and will be engaged in gastronomic short videos The main body of content production provides thought and inspiration.