Research On National Image Communication And Audience Cognition Of Foreign Vloggers From The Perspective Of Cross-cultural Communication

IIn the process of globalization,the world culture is in a period of diversified communication.With the development of Internet technology,the interaction and communication between countries are increasingly frequent.At the same time,the development of media platforms has provided a more civilian exchange field for cultural exchanges between countries,making audiences eliminate cultural barriers in the process of information transmission and communication.In a variety of emerging social media platforms,the form of short video communication has gradually developed into a new symbol of information dissemination.At the same time,the interactivity and low threshold of short video platform have attracted a group of foreign vloggers with unique identity characteristics.And official discourse system and the traditional mainstream media as well as local web celebrity to China’s national image building the difference is that foreign video mainly depends on identity of "otherness",from "the other" perspective,make statements to our country’s national image,and in the form of intercultural communication to folklore show of its home country image,It promotes Chinese netizens’ cross-cultural cognition of national image,and enables Chinese audiences to have a deeper cognition of national image at home and abroad,especially enriching Chinese audiences’ micro perspective on national image.This study combines the cognition of national image of foreign vloggers with that of audiences.By analyzing the short video content of foreign vloggers and the attitudes of audiences,this study aims to understand the influence of foreign vloggers with "other" attributes on the cross-cultural cognition of national image of Chinese audiences.Therefore,this study takes "I am Jerry Guo",a representative foreign vlogger with a large number of viewers and fans,as a case in station B.Use content analysis method and in-depth interview method to analyze the research.First of all,this paper analyzes the content of Gerry Guo’s videos,analyzes the theme orientation,content characteristics and style characteristics of his video creation,and summarizes the general rules and theme value of his video content creation,so as to deduce the significance of cultural communication from the perspective of foreign vloggers "others".Then,the in-depth interview research method is used to analyze the presentation form and influence degree of Gerry Guo’s video content,so as to understand its specific influence on the presentation of the national image of China and the United States and the cultural cognition of the Chinese audience on the national image of the two countries.Firstly,this paper studies the content of Gerry Guo’s videos and finds that the content theme orientation of foreign vloggers’ videos includes two angles.On the one hand,the foreign identity of foreign vloggers itself has the value of "other" perspective,providing audiences with a new perspective to understand the image of their own country and other countries.On the other hand,the identity of foreign vloggers also carries the significance and value of cross-cultural communication because of their "stranger" attributes.Secondly,through the analysis of the characteristics of Guo Jierui’s video content.It is found that foreign vloggers will track hot spots through multi-agenda setting,promote audiences’ cognition of cultural differences by the collision of high and low contexts,construct opinion leaders’ images to provide audiences with multi-cognitive vision and other forms,show their unique identity characteristics,and build video content different from local Internet celebrities.In addition,from the perspective of its content production characteristics,the main reasons for its popularity among Chinese netizens include its special identity,language characteristics and high quality of production.Generally speaking,the creation of Video content of Jerry Guo has the significance of cross-cultural communication.Thirdly,to study the influence of Jerry Guo’s video content on the audience’s cognition of national image,we mainly use the method of in-depth interview to find 15 fans of Jerry Guo on various social platforms and conduct in-depth interviews with them.Understand the reasons why they like Jerry Guo’s videos,the purpose of watching them,their views on jerry Guo’s videos and their attitude changes before and after watching them.The research results show that audiences’ cognition of national image is indeed affected by the content of Gerry Guo’s videos,for example,they have a more comprehensive understanding of the speed of China’s economic development,cultural diversity and institutional superiority.I also have a cognitive supplement to the economic development and social system of the United States.At the same time,the audience also has certain affirmation and expectation for the "other" role characteristics of foreign Internet celebrities,expecting more similar foreign Internet celebrities to supplement their cultural cognition of other countries.Finally,based on the interview,this paper explores the value of "otherization" of foreign vloggers in cross-cultural communication and national image construction.This paper argues that first of all,we can explore the effect of national image construction from the perspective of "the other".Secondly,based on the characteristics of folk perspective,it explores the appeal of folk perspective to the general audience.Finally,based on the interactive value of mainstream media and high-quality foreign vloggers,explore the path of cooperative development.This study aims to discover new cross-cultural communication subjects,provide a new narrative Angle for the recognition of international image,explore new channels for the construction and communication of international image,and effectively dig out the folk communication power by studying the characteristics and specific influence of foreign vloggers in cross-cultural communication.