Multi-modal Discourse Analysis Of TikTok Chinese-style Short Videos From The Perspective Of Cross-cultural Communication

"Tell China’s story well,spread China’s voice well" "Strengthen international communication capacity building,construct a Chinese discourse system,play the role of emerging media,and enhance the creativity and appeal of Chinese discourse" "Creatively transform the excellent traditional Chinese culture and integrate it into the dissemination of China’s story and Chinese discourse".These are putting forward higher requirements for our country’s international communication.The short video trend and the emergence of multi-level creative subjects in new media have become important changes in cross-cultural communication.Under the logic of short video,the cross-cultural communication path of Chinese culture is being reshaped.The popular global short video platform Tik Tok shows great potential for cross-cultural communication with its multimodal discourse form.It is necessary and important to explore how it uses multimodal discourse to tell China’s story and spread Chinese culture.The text introduces five Chinese-style short video accounts on Tik Tok,which have 499 valid short videos in total.All of them are based on Chinese cultural elements and aim to communicate Chinese culture to the world across cultures.The short videos use multimodal signs to express themselves,and they enhance the visibility of Chinese-style elements and their cross-cultural expression skills in auditory,linguistic visual,and non-linguistic visual modes with their respective sign advantages.At the same time,the multimodal signs are not isolated,but cooperate to convey the information and meaning of Chinese culture,mutually reinforcing or extending each other to enhance the cross-cultural meaning effect.Moreover,they use multimodal metadiscourse to organically bond multimodal signs together,completing the dual cross-cultural situations of cultural information aggregation and cultural artistic conception immersion,thereby promoting the communication of Chinese culture.Tik Tok’s Chinese-style short video multimodal discourse builds a new ecology of multimodal discourse through intelligent media tags,visual scenarization,and collage aesthetics.It also shapes its own Chinese culture through universalizing Chinese values,concretizing Chinese styles,and zooming in on Chinese stories,thus accomplishing the meaning construction of Chinese culture in cross-cultural communication.TikTok’s short videos of Chinese style have two sides of multimodal discourse in cross-cultural communication.They are eye-catching in their highlights,but they also have room for improvement.Short videos use multimodal convergence to showcase the advantages of cross-cultural communication.In international communication,the "Chinese style" stands out and becomes the Chinese trend of Tik Tok.Riding on the wind of Tik Tok’s smart media modality,it fosters cross-cultural empathy.Meanwhile,the overload of multimodal discourse information,the superficiality of cultural meaning and the lack of innovation need to be optimized.Switching multimodal symbols may promote the lightweight transformation of Tik Tok Chinese-style short videos and establish modern links.However,to spread Chinese culture deeply and emotionally with shallow and highly entertaining short videos,some skills and patience are still needed.