Intercultural Understanding Of Chinese Food Short Videos

Food carries a culture and value system,and shows the lifestyle and cultural spirit of different countries.At the same time,food is also a common cultural content in the world.Therefore,the spread of food is an important path for intercultural communication.With the rise of short videos,intercultural communication has ushered in new opportunities.During the process of taking Chinese culture to the global stage,the international communication of food short video is of great significance.However,taking Chinese culture to the global stage doesn’t merely means going abroad in a geographical sense,but to really walk into the soul of others.The introspection,reflection and reconstruction of Chinese culture in terms of cultural values require the reference of "others".Therefore,when discussing the international communication of food short videos,the feedback from the international audience cannot be ignored.This thesis takes the short videos of Li Ziqi’s,the most influential channel on the You Tube in China,as a visual text,and analyzes the comment text of overseas netizens,from the surface decoding(visual,auditory,story),and deep decoding(cultural values)to analyze the overseas netizens’ understanding of Chinese culture.At the surface decoding level,the cross-language nature of the short video has reduced the cognitive barriers of overseas netizens to a certain extent;The theme of food is easy to evoke the common emotions of netizens,and the aesthetic expression of audio-visual language has also triggered the interest of netizens.At the deep decoding level,overseas netizens have recognized the value orientation of respecting nature,emphasizing family relations,emphasizing tradition and hard work in Chinese culture.Some netizens have adopted a cautious and confrontational interpretation of Chinese cultural values based on stereotypes,ideology,and subcultural identity.After further analysis,it is found that the audience’s interpretation of different cultures is affected by factors such as identity,media experience,and coding methods.The short video acts on people’s audio-visual senses,to a certain extent,it can transcend cultural and geographical boundaries and reduce language barriers.This cross-language communication is an advantageous form of information expression that can promote international communication and intercultural communication.Although to a certain extent,the short video communication method has eliminated the obstacles in intercultural communication,intercultural communication still faces many problems,such as nationalism,stereotypes,cultural personality,etc.Therefore,to promote Chinese culture to truly enter the soul of others,it is necessary to realize the innovation and modern interpretation of traditional Chinese values based on the value consensus,so as to guide the international audience’s recognition of Chinese cultural values and eliminate the barriers to intercultural understanding caused by stereotypes and ideologies.