Cross-cultural Communication Of Food We-media From The Perspective Of Cultural Semiotics

With the development of Internet technology and the popularity of mobile terminals,all kinds of short video platforms have sprung up,and batch after batch of we media have emerged in the network.In the development process of we media industry,the field is continuously subdivided,the vertical characteristics of we media are strengthened,and the gourmet we media with diet as the core theme has emerged.They either taste or make delicious food,and extend the food culture based on their own cultural background,presenting their own regional food culture,their own foreign food and the cultural differences between them in their short videos.Delicacy of one belt,one road to the world,has played a role in the exchange of Chinese and foreign food,opening up another window of cross-cultural communication.From the perspective of cultural semiotics,this paper studies the cross-cultural communication of gourmet we media,aiming to analyze how gourmet we media use cultural symbols for cross-cultural communication through typical cases,and summarize how gourmet we media of different cultural backgrounds attract audiences through their own characteristics.At the same time,this paper summarizes the problems encountered in the construction of we media symbols and cross-cultural communication of food,and puts forward corresponding suggestions and countermeasures.In this paper,quantitative statistics and text analysis are carried out on the selected samples.According to the attributes,influence scope and international popularity of we media,"Li Ziqi" and "Jerry Kowal" are selected as examples to conduct data statistics on their multiple platforms at home and abroad,and study their communication contents from the perspectives of symbol elements,cultural selection,expression methods and symbol expression.At the same time,it combs their communication channels at home and abroad,and analyzes their influence in the international communication of different audiences.Through the analysis,it is found that "Li Ziqi" promotes Chinese culture in a way of "passive communication" in cross-cultural communication,while "Jerry Kowal" constantly seeks cultural differences in the form of "active comparison" and strives to present them objectively to Chinese and Western audiences.Generally speaking,the cultural communication path of "Li Ziqi" is "China Overseas",which relies more on the audience's initiative to compare its content with their own culture to get their feelings;while the cross-cultural communication of "Jerry Kowal" is "overseas China",which focuses on strengthening the audience's feelings,transmitting cultural information and cultural connotation through the comparison between two or more cultures.By studying the typical cases of gourmet we media,the author thinks that gourmet we media has time experience worthy of learning and promotion in the process of crosscultural communication,such as the new cultural consumption content due to audience demand,the cultural spillover phenomenon due to a variety of ways of distributing content;but there are still problems,such as the cultural discount problem due to cognitive differences between the two sides.Finally,this paper puts forward suggestions for cross-cultural communication strategies of gourmet we media from three aspects of we media's video content production,communication channel expansion and business realization mode.