Research On The Phenomenon Of "Short Video Going Global" From The Perspective Of Intercultural Communication

The rapid development of Internet technology and the short video industry has brought new opportunities for the intercultural communication of China.Since 2019,the short videos released by “Liziqi”,“Ms Yeah”,“Dianxixiaoge” and other “we media” on overseas platforms have gained attention from overseas audiences,and the phenomenon of “short videos going global”has also attracted the attention of academics and all sectors of society.The communication activity of “short videos going global”,with “we media” as the main disseminator,has won a large number of overseas audiences’ attention,and also promoted the overseas communication of Chinese culture.Therefore,an in-depth understanding of the communication practice of “short videos going global” under the current media form and network environment changes is of great significance for improving the communication ability of Chinese culture to the outside world and enhancing the influence of Chinese culture in the world.How to sort out the development of the phenomenon of “short videos going global” objectively;and how to understand the communication activities of “short videos going global” from the perspectives of communicators,communication content,communication channels,audiences,and communication effects are the entry point of this study.This study puts the phenomenon of “short videos going global” in the context of intercultural communication,and not only has a deep understanding of the communication phenomenon and mode of “short videos going global”,but also obtains enlightenment for China’s future intercultural communication of short video from the phenomenon of “short videos going global”.Through literature research,case analysis,and text analysis methods,this research carried out a study on the domestic short videos popular on overseas platforms in the phenomenon of“short video going global”.The research is divided into five parts: chapter one summarizes the early development of the phenomenon of “short video going global” and the new trend since2016;the second chapter studies and analyzes the communicators and contents in the dissemination of “short video going global”.In general,the “we-media” engaged in the intercultural communication of short videos have formed the "head effect" that the "head we-media” occupy the advantage of the continuous growth of the audience,and operate overseas businesses mainly through the cooperation of MCN institutions,while carrying out content production through PUGC mode.In the intercultural communication of domestic short videos,the theme of food culture and traditional culture is very popular.At the same time,many domestic short videos have skillfully solved the language barriers of cross-language communication and captured the attention of overseas audiences by relying on the narrative strategies of non-verbal symbols such as behavioral language and audio-visual language.The third chapter studies from the perspective of communication channels and audiences.The intercultural communication channels of domestic short videos are mainly YouTube platform,and multi-channel linkage communication is formed with overseas social platforms.At the same time,this chapter analyzes the audiences of domestic short videos on overseas platforms from three levels: Chinese audience,East Asian audience,and Western audience.The fourth chapter analyzes the communication effect of domestic short videos from the perspective of positive effects and negative effects.In the communication practice of focusing on the positive effect,overseas audiences have established cognition of Chinese traditional culture,established an emotional connection with Chinese media figures,and produced the behavioral intention of recommending or imitating.However,the existence of cognitive differences between different cultures also leads to the negative psychology of overseas audiences towards Chinese customs.Some overseas audiences’ misunderstanding of the origin of traditional culture leads to the network group behavior.The fifth chapter,based on the current situation of the phenomenon of“short video going global” and the previous research and analysis,gets the inspiration for the future intercultural communication of short video of China.After studying,analyzing,and reflecting on the phenomenon of “short videos going global”from the perspective of five elements of communication,this paper summarizes the enlightenment of the phenomenon of “short videos going global” for the future intercultural communication of short videos in China: the intercultural communication of short videos should be based on the audience and carry out targeted and dementalized communication;content creation should be based on Chinese traditional culture and oriented to the common feelings and values of the world.We should attach importance to the personification communication strategy of social channels and implement the multi-channel linkage communication of online and offline.The intercultural language literacy of the communicators should be improved and the power of the civil subjects in intercultural communication should be brought into play.