Research On Inter-cultural Communication Of Chinese Short Video Self-media On YouTube

In the era of mobile Internet,the reduction of video production costs has spawned a large influx of short video producers,allowing the audience's content consumption habits to gradually transition from the graphic mode to the short video format,which has promoted the rise of short video self-media.In recent years,driven by China's urgent need to use the soft discourse style of short video self-media for external communication and its own development needs,China's short video self-media has begun to "go abroad",seeking overseas communication channels and development opportunities,and will focus on the world's largest video sharing website-YouTube,trying to open up new development paths on overseas social platforms.Through content analysis of Chinese short videos with more than 10 million views on YouTube,Chinese short videos show that China by presenting a short video from the media and tolerance of multiculturalism,construction and non-daily sign language symbols and scenes of backstage and the reproduction and shaping of immersive scenes has constructed a batch of short video content with strangeness,individuality,universality,and storytelling,which has attracted the attention of many overseas audiences and gained their favor and love.They rely on precise positioning and universal topic selection to fit the audience's psychology and provide in-depth explanations of their daily lives.,Refined audio-visual elements,short duration,personalized style and appropriate deconstruction of symbols to meet audience experience content production,forming an intuitive presentation of unfamiliar cultures,a soft depiction of microscopic perspectives and a reasonable interpretation of surface culture Encoding and decoding high-context culture,expressing grand discourse through individual perspectives and creating a personal IP image to form a distinctive IP brand communication strategy,provides penetrating communication content,arouses the emotional resonance of the audience,and builds the audience's group identity.However,due to the simple cultural level of dissemination content,the deepening of the fixed mindset,the lack of interaction with the audience,and the homogeneity of short video content,China's short video self-media is facing a inter-cultural "easy to go overseas,but difficult to go abroad" Development problems.Vivid discourse mechanism,rich expression methods,personalized style and humanistic communication texts with great communication tension are still Chinese short videos from the media on YouTube for a long time.The direction of development.