| From the perspective of journalism and communication,this thesis selects the short video of Hanfu in the Douyin APP as the text analysis object.Combining the Douyin context and text characteristics,with the support of Fairclough’s three-dimensional critical discourse theory,it analyzes from three dimensions of text analysis,discourse practice and social practice,and criticizes short videos of Hanfu.Discourse analysis research,to explore the discourse construction of short videos on the dissemination of Hanfu images.The analysis of audio-visual texts mainly discusses how the visual image and auditory discourse characteristics of Hanfu in short videos are constructed;the analysis of discourse practice mainly studies the creators’ discourse production,distribution and consumption in short videos,and explores The inner relationship between the creator and the discourse production of Hanfu short video;in terms of social practice,it mainly examines the discourse acceptance of Hanfu short video dissemination in contemporary society,and the changes in the discourse order of Hanfu short video in contemporary social changes.The full text is divided into five parts.The first part is the introduction,which mainly expounds the research background,research questions,research content,research methods and research significance.A related literature review was carried out.In the second part,50 representative short videos of Hanfu were selected as the research objects,and the audio-visual symbol presentation of Hanfu in the Douyin APP was investigated from the text dimension,and the clothing,makeup and etiquette in the short videos of Hanfu were analyzed from the aesthetic point of view.The visual symbol analysis of the audience,the auditory symbol analysis of opera,instrumental music and ancient songs,concluded that the construction of "Hanfu image" in the short video of Douyin APP is slightly deviated from reality,and Hanfu is used more as a commodity image.The third part,from the dimension of discourse practice,draws the discourse changes of the Hanfu image in short videos through the analysis of implicit discourse.From the perspective of text production,the appropriation of Hanfu elements,the interactive narrative of discourse samples,and the creator’s psychology all have an impact on the flow of Hanfu short video discourse;from the perspective of text distribution,personal visual gaze,platform agenda maintenance There are metaphors for Hanfu discourse in the chain of social intertextuality;in addition,there is a certain shift in the discourse style of Hanfu short videos,and there is still a difference between the elite’s perspective and the public’s perspective in the consumption of Hanfu texts.From the perspective of the public,the discourse between the communicator and the audience is unequal,which is not conducive to the audience’s acceptance of Hanfu discourse.The exchange of elite perspectives did not touch the real needs of the audience.The fourth part,in terms of social practice,the current situation of Hanfu short video discourse construction is the result of the game of various forces.The research mainly discusses from two aspects: the manifestation of Hanfu discourse power in short videos and the change of discourse order of Hanfu short videos in contemporary society.The study concludes that the influence of Hanfu’s discourse practice on society includes nationalist ideology in Hanfu short videos.The penetration in discourse and the cross-cultural dissemination of short videos of Hanfu dispel Western hegemony.On the contrary,contemporary social changes also have an impact on the discourse of Hanfu.The trend of democratization will eliminate the discourse power of Hanfu.Hanfu commodities will materialize labor and Hanfu discourse technology will promote the rationalization of the "life world".The fifth part is the conclusion,which summarizes the full text and puts forward prospects.It is hoped that the short video will promote the spread of Hanfu culture and make Hanfu be loved by more and more people. |
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