Analysis Of Multi-modal Criticism Discourse Of Short Film Commentary Videos

The rapid development of short videos has ushered in a new era of visual culture.In the field of short videos,"film commentary" has gradually entered the public eye.Short film commentary videos compress a two-hour or so movie into a few or more minutes of storyline summaries in the form of short videos,with some creators adding their own comments or insights.The general public can create secondary text for any movie resource,and the creation threshold is low.In addition,top movie commentary bloggers are profiting,and short video accounts for commentary are flocking.The public’s fragmentation information acquisition method and algorithm recommendation mechanism give more opportunities for the spread of short film commentary videos.It caters to the audience’s fragmentation viewing habits and psychological needs,and has gradually become a new viewing mode for the audience in the fragmentation era.The creators of short film commentary videos first consume the original film works,and then engage in secondary production of the text.This decentralization of cultural production power has led to more consumers who should have been original film works becoming consumers of short film commentary videos.Therefore,this new type of video format has attracted joint criticism from multiple institutions in the field of long videos,including film production institutions.They believe that "these short videos produced by cutting films can damage the integrity of film works,distort the main idea of film works,and thus affect the long-term development of the film industry." This study is based on the understanding that these short videos affect the long-term development of film culture,Explore the impact of short film commentary videos on film culture and the social and cultural symptoms they exhibit.Using multimodal discourse analysis methods to analyze the discourse reconstruction strategies and discourse text representation of such short videos;Use critical discourse analysis to systematically criticize the power relationship,consumer culture,and value orientation of this type of short video culture from the perspectives of production,distribution,and consumption.The final conclusion is that first of all,short film commentary videos are a cultural industry that replicates in bulk.The text theft and secondary construction in their production process have had a certain impact on the artistic and cultural value of the original film.Digital technology has shifted the power of consumption and interpretation of movies,and the relationship between the transmitter and receiver has been reconstructed.Secondly,short videos related to film commentary have shifted the field of film criticism,and the form of short video criticism has begun to emerge with a clear commercial nature,gradually becoming a tool for self media creators to collect traffic dividends.At the level of cultural change and consumer reflection,short film commentary videos have transformed the discourse order and consumption pattern of movies,leading to a trend of alienation among the various consumer entities of short film commentary videos;Short videos have become an important carrier of film criticism,and the discourse of film criticism has gradually shifted and expanded towards consumer discourse.