| Under the background of the video transformation of social media,social media platforms represented by short videos have experienced explosive growth on a global scale.With Li Ziqi as the main body,the short video of Chinese rural style shot by We Media has been widely concerned by audiences at home and abroad.From the perspective of cross-cultural communication,this paper attempts to explore how Li Ziqi and her video products realize the cross-cultural communication of Chinas image with the help of short video technology.First of all,with the help of symbol theory and textual analysis,the Chinese cultural symbols used in the short video of“Li Ziqi”are sorted out.The research found that although Li Ziqi and her team produce cultural products for commercial purposes,their short videos take traditional Chinese food and traditional handicrafts as the shooting themes,and present an attractive mirror image of Chinese idyllic life with the help of Chinese cultural symbols,thus constructing an image of China with a long history and profound culture.Secondly,the representation of the Li Ziqi phenomenon by international media is studied by frame analysis.The international medias coverage of the Li Ziqi phenomenon mainly revolves around three frames: the mirror image of rural life,the rise of Chinas soft power and the debate over food culture.The International media believe that despite Chinas rich cultural resources and strong economic rise,soft power is far from keeping pace with hard power.Social media provides a new opportunity for international Internet celebrities,such as Li Ziqi,to play a role in promoting Chinas soft power.Then,using the symbolic consumption theory,this paper analyzes the overseas audiences symbol decoding of the short video of“Li Ziqi” through semi-structured interview.The study found that image of pastoral ife and the spiritual pursuit are the main framework for the overseas audience to decode the video.The short video of“Li Ziqi” conveys universal human values such as beauty,love and harmony,which effectively fits the common emotional and psychological needs of human beings.Audiences perceive a softer and closer China in the consumption of symbols that do not need excessive interpretation,such as Chinese cuisine and mountains and rivers.Finally,this paper uses Bakhtins theory of dialogue to analyze the video audience comments,and tries to explain the choice of ways for overseas audiences to accept Chinese culture in cross-cultural communication by means of discourse analysis.It is found that the subtle influence of culture on the audience is often realized through the consumption of cultural products.Overseas audiences consume the short video of “Li Ziqi” as a kind of entertainment consumer goods.The cultural difference makes the cultural dialogue carry out in the interweaving of the mother culture and the foreign culture,and the audience mixes the foreign culture and the cultural elements of their own nation.In addition,audiences will learn from the short video of“Li Ziqi”as foreign excellent culture.To sum up,this study finds that,based on long-term ideological differences,the representation of Li Ziqi and the image of China reflected by international mainstream media continue to maintain complex tone.This is reflected in the biased media framework against China.However,social media technology has changed the way of information production and dissemination,expanded the public space of international public opinion,and become an important window for overseas audiences to understand China.After the video transformation of social media,Chinas "We Media" opened up new communication channels other than mainstream media with the help of short video technology.Its expression of Chinese cultural symbols on international social media platforms builds a more positive and soft image of China,enriches the audiences cognitive dimension of Chinas image,and opens up a new way of thinking for cross-cultural communication of Chinas image. |
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