| In the era of social new media,Short video platforms have a huge user base and high user stickiness,and their rapid development provides new opportunities for mainstream media in China to shape and disseminate the national cultural image.As one of the most influential and representative mainstream media in China,CCTV News has a large number of fans in Tik Tok,AAuto Quicker and Bilibili(hereinafter referred to as "Station B"),and has successfully "gone out of the circle" with several short videos,becoming a veritable "top stream".After investigating the reason why the official number of CCTV News went out of the circle,we found that the visual rhetoric of the short video of CCTV News was unique.This paper analyzes the "national cultural image" created by the CCTV News cultural short video text based on the research field of visual rhetoric and semiotics theory,aiming to clarify the important role of the persuasion function of the visual rhetoric of the short video text in shaping the national cultural image and cultural communication in China.This paper believes that in recent years,the trend of visualizing the shaping of national cultural images has become increasingly evident.Short videos play an indispensable role in the dissemination of national cultural images.Mainstream media use visual rhetoric to produce visual texts,which can better engage in "unconscious" persuasion and achieve the goal of shaping and disseminating national cultural images.However,CCTV News cultural short videos have unique characteristics in the use of visual rhetoric.First,CCTV News constructs a national cultural image that is widely accepted and loved by the public through its unique character symbols,visual cultural symbols,auditory symbols,long lenses,and language symbols.Secondly,CCTV News constructs an objective,real,diverse,friendly,dynamic and profound national cultural image through the use of three metonymies,namely,micro-subjects,art and sports,and close-up shots,as well as the use of three visual metaphors,namely,pricks,language symbols with intentional fingers,and color tones.In terms of the visual persuasion effect of the national cultural image,through the analysis of the CCTV News short video text and related accompanying text,this paper believes that symbolic rhetoric has built a bridge for the national cultural identity,and visual language rhetoric has promoted the cultural emotion involvement of the audience,further promoting the formation of the cultural community.This paper adopts the research methods of text analysis,case study and comparison,combines the relevant books and existing literature in the field of visual rhetoric,and makes a detailed analysis of the practice of visual rhetoric in the CCTV News cultural short video,which to some extent expands the application of visual rhetoric in the field of dynamic images,with a view to providing suggestions for the symbolic practice and rhetoric practice of the mainstream media in shaping and disseminating the national cultural image with the help of short video. |
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