A Narrative Study On The External Dissemination Of Short Food Videos

Under the background of today's times,how to innovate the way of external communication,better promote the excellent Chinese traditional culture to go out,and show the unique charm of Chinese culture in the exchange and mutual learning of civilization is an urgent strategic subject.Need from the idea and content,channel and platform,market and audience and other multi-dimensional coordinated promotion.In recent years,with the acceleration of the process of global integration,our government has paid more and more attention to cultural communication,and social organizations and non-governmental organizations have also played a vital role in external communication.In recent years,the rising grass-roots folk forces have developed rapidly,and with the development of Sino-foreign relations and international communication,more and more folk forces have joined in the dissemination of Chinese culture to overseas.In this context,Li Ziqi's short video of Chinese traditional rural life has won the continued attention of global fans and become an influential case of cross-cultural communication.Li Ziqi's short video style is unique and popular,and has a great influence abroad.Based on this,we select the "Li Zi Qi" short food video which has the most clear style and influence as the research object.Firstly,we use the content analysis method to define the related concepts,understand the form and development motivation of the short video,introduce classical narratology and cross-media narration,and lay the foundation for the later text.Secondly,we use case analysis and questionnaire method to analyze deeply.Thirdly,from the short video dissemination of "plum Qi ",it is found that the communication strategy mainly focuses on the creation of people from the perspective of impression management,the theme presentation of communication power,the secondary sublimation of communication effect by editing,and the spread of plum Qi "short video in YouTube website.On the one hand,the cognitive symbol is still the traditional Chinese cultural symbol,and the video is based on the common emotion and value concept of human beings.On the other hand,from the perspective of social culture,it is found that the short video can close the distance with foreign audiences,realize the communication between heart and heart,and fully show its cross-cultural communication power;Finally,this paper verifies the fact that the short video of Li Ziqi is popular with foreign audiences through interview materials and questionnaire survey results.Combined with the above content analysis,this paper draws on the advantages of short video dissemination and provides theoretical guidance for short video production in social media field,At the same time,it is helpful to explore the practical experience and feasible path of Chinese culture spreading abroad.