| Western communication scholar Erik Pieters(2003)once said: Communication is an unsecured adventure.In a cross-regional,cross-ethnic,and cross-cultural context,this risk will be magnified hundreds of times,causing us to fall into the dilemma and hesitation of the "Speaking into the air".This kind of confusion is the true portrayal of our country’s dilemma in overseas communication.However,while we are still thinking about how to carry out overseas communication under the power of whole country,the grass-roots we-media has quietly exported overseas and achieved good results."Li Ziqi" we-media is the representative of this."Li Ziqi" is a Chinese we-media which focuses on producing and distributing "Village Rural" food videos.In less than 3 years,it has gained more than 10 million followers on foreign social media platforms.South-East Asia and other related countries ’media ’s extensive attention to reports,and they have been called representatives of cultural export by national media and institutions such as Xinhua News Agency,People ’s Daily.There is no doubt that LIZIQI PHENOMENON is one of the most important keywords in 2019.However,after the hustle and bustle,we can’t help but ask: Why is "Li Ziqi" we-media favored by foreign audiences? What does this enlighten the development of China’s we-media industry and the work of overseas communication? This is the core question of the article.This article takes "Li Ziqi" we-media as the research object,based on the perspective of foreign audiences,systematically analyzes and studies the current status of "Li Ziqi" wemedia overseas communication.This article used several qualitative and quantitative analysis methods such as user’s comment text analysis and user in-depth interviews.First of all,it systematically sorts out and analyzes the development history,current situation and content production of "Li Ziqi" we-media from the perspective of the poster;Secondly,understand and research user reviews and user interview materials from the perspective of the audience,and then analyze the audience’s perception and attitude of "Li Ziqi" we-media;finally,the two will be combined and analyzed to reveal their advantages and disadvantages in the process of overseas communication,And put forward corresponding countermeasures,in order to be able to inspire the future "Li Ziqi" we-media and China’s we-media industry’s foreign marketing communication.After research,I believe that the success of "Li Ziqi" we-media’s overseas communication is the result of the coorporation of the communicator and the audience.First of all,"Li Ziqi" we-media has created a mass cultural product with multiple characteristics from the media: the video content is short and continuous in the release time,and it is unique and universal in the topic selection,and is presented in sound and picture.These features are integrated into the commercial and entertainment product of "Li Ziqi" we-media video;then,with the help of modern and international communication methods,"Li Ziqi" we-media video can be reached Broad foreign audience;finally,under the guidance of different interpretation strategies and psychological needs,the audience has been emotionally satisfied while watching the video: including the imagination of the perfect female in the East,peeping into the mysterious Eastern culture and yearning for the life of the Oriental fairy tale,And most importantly,the escape from real life today.Of course,"Li Ziqi" we-media has also exposed many problems and shortcomings,such as insufficient interaction with the audience and a single profit model.The most prominent problem the suspicion of authenticity and objectivity.This requires us to make more efforts to get deep understanding and identification,that is,improve on multiple levels of content,communication and marketing.All of these efforts are aimed at promoting the "Li Ziqi" wemedia’s road to overseas communication,which is stable and long-term,and also provide useful ideas for the development of China’s we-media industry and external communication. |
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