Research On Visual Rhetoric Of Short Video News In Mainstream Media

With the popularization of mobile intelligent devices and the development of 5g technology,short video platform has gradually surpassed the traditional TV and paper media,and even once surpassed the new media,becoming the main way for people to obtain news information.Short video news has become a new visual form of news in the context of visual culture.Grasping the internal logic of its visual production will help us to explore the internal law of the development of Journalism and promote the visual transformation of media form.Based on visual rhetoric,using the relevant theories of visual rhetoric scholar Liu Tao,this paper extends the intertextual context,situational context and cultural context of visual content production in short video news.Meanwhile,it analyzes the content and text of visual rhetoric practice of the short news video of People’s Daily from three angles:Rhetoric object,rhetoric and rhetorical target.Finally,the paper makes a cultural reflection and put forward the relevant optimization strategy.It is found that the visual rhetoric of short video news in mainstream media is carried out in a new visual cultural context.The rhetorical object adopts visual rhetorical symbols in low context,uses the most intuitive symbols such as characters,scenes and language symbols to construct meaning,and adopts de elitist rhetorical devices to combine narrative rhetoric with ideographic rhetoric,so as to achieve the rhetorical purpose of triggering emotional communication,shaping personality image,constructing national image and gaining mainstream value recognition.The whole rhetorical process is a joint practice of mainstream discourse and visual cultural context.The mainstream media carries out the conscious construction of national image under the power collusion with short video platform,and its visual emotion mobilization mode also brings about the digestion of traditional news symbols to a certain extent.At the same time,this paper puts forward optimization strategies,and suggests that the mainstream media should broaden the coverage of topics,enhance the depth and breadth of content,balance emotion and rationality,create high-quality content with technology,undertake responsibility mission,show professional image,highlight the standing height,and shape the brand of mainstream media short video news.