A Comparative Study Of Chinese And Foreign Popular Videos On The Event Of Yunnan Asian Elephant Moving Northward

In this paper,the 10 videos and comments on Bilibili and Youtube about the northward migration of Asian elephants in Yunnan Province are selected as the research objects.Based on the theory of ecological communication,this paper studies the ecological narrative strategy,emotional expression and audience response in the process of Asian elephant related short video communication.Through the study of Asian elephant short video dissemination at home and abroad,for China’s ecological story to provide a reference.Specifically,the study aims to answer the following questions:1.What narrative devices and cultural symbols are used in the videos of Asian elephants in Yunnan Province,which have the highest number of domestic and international viewers?2.What cognitive and emotional effects do Internet users at home and abroad have on Asian elephants after watching short videos of them in Yunnan?3.Based on the experiences of short videos of Asian elephants in Yunnan on Bilibili and youtube platforms,how can we make good use of social media platforms to spread the science of ecological civilization and tell the World China’s ecological story?The study used content analysis,text analysis,and comparative analysis.First,use Octopus and Python software to grab videos of Asian elephants on website Bilibili and Youtube(2021 May to February 2022)and sort them by number of views,each of the top 10 video and video content analysis.Secondly,we use Python to capture the video comment keywords on both platforms and use Rost software to draw semantic network graph to show the audience’s focus and emotional analysis.Finally,it compares and analyzes the communication effect between Bilibili and Youtube platform.It is found that the description of the relationship between man and elephant is the main visual angle of ecological narration in Asian elephant-related videos,which includes the harmony and conflict between man and elephant.In a word,the video of Asian elephant not only broadens the space of ethic narration,but also moves from the original cultural ethic of human being to the life ethic of nature The Asian elephant video also creates a rich three-dimensional image of wildlife.On the one hand,the Asian elephant shows the spiritual and emotional characteristics of human beings.On the other hand,the neglected and hidden animal nature of the Asian elephant is presented and respected and understood by human beings.Based on the comment frequency data of the popular video on Bilibili,the discussion of the Yunnan Asian elephant video by the users of Bilibili mainly focuses on the following aspects: 1 the discussion of the reasons for the Asian elephant to run away;2.Concern about the international spread of the Asian elephant event;3.Compensation for damage caused by Asian elephants.Further analysis of the Semantic Web of user comments on Bilibili shows that the main reasons for the exodus of Asian elephants are: the increase of Asian elephant population and the decrease of suitable vegetation;Asian elephants are sensitive to big events.The positive emotion of Bilibili users to Asian elephant video is about 80%(including positive emotion and neutral emotion),which shows that Bilibili users have a high "positive empathy" to Asian elephant video.According to the word frequency data on Youtube,the discussion of Asian elephant videos in Yunnan mainly focuses on the following aspects: 1.Living conditions such as diet and daily living of Asian elephants.2.An assessment of the Asian image;3.Focus on the attitude of the Chinese government and people towards the Asian elephant.Further analysis of the Semantic Web of Youtube video reviews reveals: 1.Scenes of Asian elephants eating,sleeping,and running away have attracted much attention.2.The Asian image is lovely,magical,beautiful,wild,and has won the foreign user’s affection;3.Reflections on the relationship between man and Elephant and praise for China’s conservation of Asian elephants.With about 75 percent of Youtube users showing positive emotions towards Asian elephant videos(both positive and neutral),Youtube users had lower levels of "positive empathy" towards Asian elephant videos than users of bilibili.Through comparative analysis,it is found that at the level of communication subject,both mainstream media and individual users are actively following the hot spots of Asian elephants heading north to set agenda and guide public opinion in a timely manner,and at the level of communication channel,the characteristics of the short video,such as decentralization,instant convenience,mobile interaction and immersive experience,provide the audience with an integrated aesthetic space and help the spread of the events of the Asian elephant in Yunnan heading north,the northward migration of Yunnan’s Asian elephants fits with the ecological concerns of a risk society.At the same time,the popular short video constructs the Lovely Asian image,the responsible Chinese image through the micro-narrative,and uses the humorous narrative discourse to arouse the widespread emotion resonance.This study holds that,in order to do a good job in popularizing science of domestic ecological civilization and telling ecological stories of China,the communication experience of the Yunnan Asian elephant northward incident on short video platforms at home and abroad should be combined,we should encourage more communication subjects to join in and follow up hot topics in a timely manner;combine the characteristics of communication platforms to create diversified communication content;and combine communication of emotion with communication of popular science,it pays attention to the expression of emotion,propagandizes the ecological knowledge,cultivates the ecological culture,takes into account the communication ethics and the ecological ethics,implements the Earth Life community idea.