| Since the state listed the promotion of Putonghua as the primary task of language work in the new era in 1986,the promotion of Putonghua as the nationally accepted language has been developing.Compared with the popularity of Putonghua,dialects are facing a declining situation as a regional language.For example,on August 7,2019,the Chongqing Civilization Committee issued the "Implementation Plan for Vigorously Promoting the Use of Putonghua in the City" in response to the language situation in Chongqing,requiring the promotion of the use of Putonghua and reducing the use of dialects in public areas and office spaces.Compared with the shrinking use of dialects in the real environment,the spread of dialects in the Internet media is in the ascendant,especially short videos with dialects as content are springing up like bamboo shoots.Among the above phenomena,this article chooses to discuss the communication of dialects in the new media environment,in order to make guiding suggestions on the communication of dialects in social life,and to protect the cultural diversity of dialects and inherit dialects while regulating the language.The dialect-type short videos of the short video platform have become a major force.Among them,there is an account "Fuu Hemaomao Jie" because of the creation of dialect content,it has set off an upsurge in dialect short video creation.From 2018,it has millions of fans until the deadline for text analysis in 2019 On August 1,2005,there were 170 works of "Sister Fu and Mao Mao",which received 270 million praises and 31.19 million fans.In the research on the dissemination effect of dialect short videos,based on the short dialect videos of "Fuu He Mao Mao Jie" as the research object,comb the overview of the short dialect videos and "Fu He Mao Mao Jie";summarize and summarize according to the current research on the communication effect of the academic circle Later,this article uses the three levels of communication effects as the research framework,and analyzes and summarizes the audience’s cognition,emotion,and behavior on the communication effects of the short video in the dialect of "Fan Fu He Mao Mao Jie." The general situation of the communication effect,deeply integrated with the audience interviews to analyze the specific details of the communication effect,sum up the communication effect and the defects of the dialect short video,and propose solutions.The audience dissemination effect of the short video of "Fan Fu He Mao Mao" is shown:start contacting the short video from channels such as push,hot search,and others’ forwarding,and affect the audience’s perception during the contact.On the cognitive level,due to the regional differences in dialects,different ways of understanding have been produced,but the impression of the video is funny and interesting.It is precisely because of the existence of these interestingities that the regional differences are eliminated;on the emotional level,it is expressed as love,Preference for this kind of funny and interesting image,different regional understandings and some video content based on life make the audience resonate and agree with the attitude and value viewpoint;driven by cognition and emotion,the audience’s behavior has been concerned,forwarded,The interactive behavior of commenting and imitating.While summarizing and analyzing the powerful effects,it also analyzes the shortcomings of dialect short videos.The audience’s cognitive level focuses on entertainment and lacks the cultural impression of dialects;on the emotional level,the audience’s favorite preferences are the entertainment and homogeneity of dialect short videos.The content of short videos in dialects has skyrocketed to disperse traffic;the audience behavior level will imitate the dross language and negative energy behaviors in short videos in dialects,and the interaction is not deep enough.Finally,based on the above experience and summary analysis,propose solutions to the shortcomings of dialect short videos.From the perspective of cognition,we must take root in the roots of dialect culture and integrate regional characteristics into the short videos of dialects.In terms of emotional attitude,we must break through the homogenization of content creation and innovative communication.Enhance audience stickiness and actively promote it;when interacting with audiences,it is necessary to step out of the short video comfort zone,multi-platform linkage to deepen interaction,and at the same time regulate the use of dialects,spread positive energy and positive dialect images.From conclusions to suggestions,the relationship between Mandarin and dialects and their respective development positions were put forward,which inspired the future direction of dialects in the new media environment. |
