Font Size: a A A

Study On The Communication Of Tencent Video Food Documentary To Regional Image

Posted on:2023-12-25Degree:MasterType:Thesis
Country:ChinaCandidate:Z M JinFull Text:PDF
GTID:2531306803475694Subject:Journalism and communication
Abstract/Summary:PDF Full Text Request
China’s natural geographical environment is vast and diverse,and its regional culture is colorful.In recent years,with the continuous expansion of the dissemination of regional image by new media,the traditional publicity model can not meet the development needs of each region in the new era.At the same time,General Secretary Xi profoundly pointed out that only by telling Chinese stories and displaying China’s image can we create a good international environment for China’s development.Under the background of this era,more and more urban managers realize the importance of improving regional image to drive local economic development.Therefore,it is urgent to deeply explore regional culture and build a good regional image.With the guidance of mass culture gradually dominating the film and television market,and users’ favor for the information receiving channels of mobile terminals,food documentaries have gradually attracted the support of the public,and Tencent Video documentary channel,which is committed to creating high-quality production,has become an industry leader.In fact,food civilization and human civilization coexist.Gazing at food documentaries can get a glimpse of the regional style.Therefore,based on the ranking of douban.com,this study selects the top five Tencent Video food documentaries: Once Upon a Bite 1,Once Upon a Bite 2,Breakfast in China 2,Breakfast in China 3 and Legend of Fruit 2,with a total of 89 video samples.On this basis,using the method of combining content analysis and case analysis,this paper discusses t-he regional image of "what to say" and "how to say" of the research sample.At the same time,it combs and summarizes how the research samples spread t-he regional image,44719 user comments were obtainedby usingweb crawler software,and 2320 valid data were obtained after screening.The communication effect was verified by word frequency measurement and emotion analysis.Finally,it summarizes the difficulties existing in the dissemination of regional image of food documentaries represented by Tencent Video,and puts forward optimization strategies.The study found that the food documentary of Tencent Video has achieved a double harvest of "applause and acclaim",which is that it skillfully encodes the audio-visual language,presents the "first space" and dietary behavior with local characteristics,and highlights the local temperament in the common narration of urban civilization and rural civilization,Han culture and ethnic culture.From the perspective of audience feedback,positive emotion dominates,which is related to the network broadcasting of visual text,emotional marketing and the communication mode of logo IP.At the same time,this paper reflects on the problems that need to be improved in the dissemination of regional image in current works: the regional image of patterning causes hidden worries about authenticity;Lack of stamina in the vertical field under homogeneous competition;Constrained by the high cost of digital application technology.In view of these problems,the author puts forward the following countermeasures: empowering food documentaries with regional culture;Add color to the food documentary with artistic ingenuity;Take cultural e-commerce as the value-added of food documentaries.
Keywords/Search Tags:Regional image communication, Food documentary, Tencent Video
PDF Full Text Request
Related items