Research On Short Video Of Douyin Traditional Culture From Of Communication Semiotics

Excellent traditional culture is an important part of the spiritual wealth of the Chinese nation.In the era of mobile social media,how to effectively promote the creative transformation and development of traditional culture in China has become a major issue.Similarly,the communication of traditional culture in the context of new technology has always been the focus of academic circles,but most of the research on traditional culture short videos only discusses from the practical level of macro development strategy,micro case analysis and audience group,and lacks the attention of theoretical dimension.Communication semiotics combines the characteristics of communication practicality and semiotics speculation.Based on the "symbol" communication mode,it emphasizes the construction of communication text and communication meaning,and has a strong theoretical interpretation power in the era of mobile Internet.Therefore,the analysis of short videos of traditional culture as communication texts from the perspective of communication semiotics theory can broaden the research ideas and help to break the current theoretical bottleneck of communication studies.Based on the perspective of communication semiology theory,this paper adopts text analysis method,participatory observation method and case analysis method,and takes the popular traditional culture short videos in Douyin from 2019 to 2020 as research samples to make an in-depth interpretation of the symbolic ideographic system of traditional culture short videos.This paper mainly explores the choice and presentation of symbols in communication texts and the construction and interpretation of text meanings.The first chapter,based on the main content features of traditional cultural short videos on Douyin platform and Saussure's signifier and signified theory in the theoretical basis of communication semiotics,sorts out and classifies the application of audio-visual symbols in traditional cultural short videos,and analyzes their cultural connotation and communication value.The second chapter starts from the perspective of text producers and starts with the dissemination of codes,and analyzes the media-dependent representation of the meaning construction of the encoded text in the traditional culture short video texts.The third chapter,from the perspective of text receivers,focuses on the mobile social media environment based on Douyin,including hypertext and accompanying text.