A Study On The Image Construction Of Miao Ethnic Group By The Short Video We Media Of Miao Ethnic Group Theme

The emergence of short videos has reduced the cost of information dissemination in ethnic minority areas and expanded the scope of information dissemination.Tiktok short video platform has bred a batch of We Media to spread Miao culture,spreading Miao culture in a civilian and grounded way,shaping a more specific,authentic and daily image of Miao,and highlighting the charm of Miao culture in the new era.This article focuses on the construction of Miao image and narrative logic in Miao themed short videos and self media.The production and dissemination of Miao themed short videos are not isolated from the real context.Under the influence of the narrative logic of the short video platform,the image and culture of the Miao ethnic group have undergone alienation from disenchantment to return to charm.This paper is based on the perspective of discourse analysis,focusing on the Tiktok short video platform Hmong theme short video we media head account,using content analysis,text analysis,qualitative and quantitative analysis of the narrative logic and image production of video content from the perspective of creators and audiences.Research has found that the image of the Miao ethnic group portrayed in short videos with Miao themes is different from traditional media,with more everyday and concrete characteristics.There are also some image features that are consistent with the context of the times: the Miao ethnic group is a pioneering entrepreneur,an ordinary individual with daily and concrete characteristics,an active communicator of Miao culture,an adaptation to modernity,and a beautiful woman who awakens subjectivity and continues to be gazed upon.Through content analysis and text analysis,the research found that short video narration has formed a set of narrative methods with distinctive style but lacking professionalism and systematicness: the explicit and implicit narrators are mostly women,the narrative themes are rich,the narrative structure is simple,the narrative perspective combines the first person perspective and the third person perspective,and some unique narrative strategies,such as the adoption of a civilian narrative style,The fragmentation and detailed narrative techniques are more suitable for the audience’s reading habits,but also bring fragmentation and entertainment deficiencies to the image construction of the Miao ethnic group.At the same time,the media reflects the social change,and the construction of the media image is also affected by the social structure.Multiple factors such as technical support,internal drive,policy guidance,and social change affect the construction of the image of the Miao people.The image of the Miao people in short videos is a reflection of the reality of the image of the Miao people to a certain extent.This article also delves into the audience’s interpretation and evaluation of the image of the Miao ethnic group.It is found that the audience actively evaluates the character traits and cultural customs portrayed in the short videos,recognizes and appreciates the external image and internal character of the characters,and can perceive daily production and life,thereby triggering identification.At the same time,they have a certain curiosity about Miao culture,but lack a deep understanding of cultural connotations,which can easily stay at the level of visual stimulation and curiosity entertainment needs.The unique narrative method of short videos promotes the disenchantment of ethnic images and cultures,promoting social identity between ethnic groups and different ethnic groups.However,it is also difficult to avoid the double compression of external factors and short video narrative logic.The images created by creators gradually reveal shortcomings such as difficulty in maintaining image characteristics,highlighting cultural connotations,and weak subjectivity.Miao culture and Miao images have gone from disenchantment to enchantment.Based on this,creators should actively enhance their professional skills,highlight their own charm,and deeply cultivate cultural depth.Local governments should provide technical and financial support to creators,and guide them to inject individual energy into local development,achieving mutual benefit and win-win situation between individual ability improvement and local economic development.