The Construction Of The Audience’s Identity Through Li Ziqi’s Short Food Video Based On The Cultural Representation Theory

With the continuous change of information technology and the rapid development of the Internet,the ways of obtaining information for the public have changed a lot.It is increasingly featured by diversification,from the text to the combination of images and texts to short videos,which constantly appeared in front of the public.Short video has a broad development prospect because it is vivid and easy to imitate.Li Ziqi’s short food videos occupy a unique position in the short food videos category because of unique and narrative expression.Many short video creators are in the bottleneck of commercial realization and overlapping of video quality.What’s more,the video homogenization phenomenon is becoming more and more serious.However,Li Ziqi insists on slow-paced videos,and meticulously creates each video with excellent content and production,which not only satisfies audiences’ taste,but also provides visual and emotional enjoyment.Not only in China,Li Ziqi has also attracted a large number of audiences on foreign You Tube websites,which is a very successful practice of telling Chinese stories and spreading Chinese culture.According to the results of the research,as for the first research question,what dimension of the cultural representation towards Li Ziqi’s short food videos can be divided into? And how are they represented? The cultural representation is mainly carried out from four aspects,food,traditional culture,regional culture and commercial culture.To be specific,in the representation of food culture,it is mainly presented through diversified food types,exquisite selection of utensils and multifarious production processes.In terms of the traditional culture,it is presented from five perspectives,including the integration of traditional customs,the selection background music,the presentation of traditional clothes,the use of cultural elements and the expression of spirit.As for the second research question,how do the videos construct audience’s self-identity through cultural representation? It is construed through the projection of the ideal self,and the interaction with others.As for the third research question,how do the videos construct audience’s self-identity The research finds that it is constructed mainly by dividing boundaries,interactive communication and active differentiation.Li Ziqi’s videos are distinguished from other short food videos because of these elements of cultural representation which not only enhance user loyalty in an invisible way and set a good example for other short video creators but also play a positive role in the communication of Chinese culture.