Research On Visual Rhetoric Of Government-made Short Videos

As government agencies have settled on video platforms one after another,government short videos have increasingly become an important medium for the government to communicate with the masses and strengthen public opinion guidance.The form of government affairs communication is facing a visual turn,and the content of government affairs communication has also shifted from the text rhetoric that emphasized language skills to the visual rhetoric that emphasized visual skills.Therefore,paying attention to the visual rhetoric practice of short videos of government affairs will help clarify the innovative changes and development of government affairs communication in the visual era;master how visual rhetoric affects the expression of government affairs information,and help tell Chinese stories and spread Chinese voices well.At present,the account of the Central Committee of the Communist Youth League on Bilibili has 9.547 million fans,ranking first in the main list of government affairs organizations on the B station platform,and it is very representative in the new media of government affairs on the video platform.Therefore,this paper selects the account of the Central Committee of the Communist Youth League on Bilibili as the visual rhetoric research object of government affairs short videos.Based on the visual rhetoric theory of previous scholars,this paper analyzes the visual rhetoric practice of government affairs short videos from three aspects: visual rhetoric objects,rhetorical methods and rhetorical goals.Specifically,it includes the presentation of visual symbols,the use of rhetorical methods,and how to construct specific rhetorical goals through visual symbols and rhetorical methods.The study found that by presenting language symbols,character symbols and scene symbols,government affairs short videos used a variety of image figures of speech and story-based narrative methods to construct the audience’s perceptual and rational identification with the government.The specific paths are as follows:(1)By using emotion as an expressive tool,using collective memory to awaken national emotions,and using small and micro narratives to make audiences resonate with "empathy",the audience’s perceptual identity is promoted.(2)The rational identity of the audience is constructed by simplifying the expression of political values and satisfying the visual presentation of real interests.This research is divided into five chapters,the introduction is a combing of the research background and literature review.The first chapter is the research frame design.The second chapter starts from the visual rhetoric object,sorts out and summarizes the presentation characteristics of visual symbols in short video of government affairs,and deeply analyzes its ideographic mechanism.The third chapter starts from the visual rhetoric method,and summarizes the characteristics of the image rhetoric and narration method used in the short video of government affairs.The fourth chapter starts from the goal of visual rhetoric,analyzes the visual rhetoric path of the short video of government affairs,and grasps the process of constructing the meaning of the goal of visual rhetoric of the short video of government affairs.The fifth chapter is to reflect on the problems existing in the practice of short video visual rhetoric of government affairs.