Research On The Cross-Cultural Communication Of Short Food Videos In China Based On Cultural Identity Theory

In the context of globalization,cross-cultural communication is of great significance to China’s soft power building work.Meanwhile,with the development of self-media,more and more self-media bloggers are active in major overseas video platforms,and they have received a lot of attention from overseas netizens,showing Chinese culture to the world and adding bricks to tell the Chinese story well.Food culture,as an important part of Chinese culture,is also a common topic for Chinese short videos to be disseminated overseas.Among the many food bloggers,the short video on food released by Dian Xi Xiao Ge on the overseas video website You Tube platform is very Chinese in character and has gained the attention of a large number of overseas netizens,arousing strong resonance.Many successful cases of cross-cultural communication prove that the strength of cultural identity and the content of cultural identity profoundly affect the effect of cross-cultural communication.Therefore,this paper combines the theory of three levels of culture with the theory of cultural identity to analyze the effect of cross-cultural communication of short food videos and provide new ideas on how to use the self-media platform to tell Chinese stories well.This paper uses a variety of research methods,including in-depth interviews and discourse analysis,to analyze the identity of overseas netizens to the "Dianxi Xiao" food video from three dimensions of cultural identity,and contains the following four chapters.The first chapter defines and explains the concepts of short video and cultural identity.The second chapter introduces the research object,the framework of the research design and the implementation process of the research.Before collecting the data,in-depth interviews were conducted with overseas netizens,and five netizens from different countries were selected and interviewed about their recognition of Chinese food short videos.Then the comments of five popular videos of Dian Xi Xiao Ge were crawled for sentiment analysis and discourse analysis.Chapter 3 is an analysis and summary of the research results,and the cultural recognition of overseas netizens towards Chinese food short videos was analyzed.The third chapter summarizes the research results and analyzes the cultural identity of overseas netizens towards Chinese food videos,which is divided into explicit identity,invisible identity,and technical identity.The fourth chapter synthesizes the research results and proposes constructive suggestions on the cross-cultural communication of short videos in the context of cultural identity.The thesis can provide an innovative case study for a more detailed study of the cross-cultural communication of Chinese culture,and suggest suggestions for the production and dissemination of cross-cultural communication media products in the form of short videos.