| The development of mobile Internet technology and the popularity of new media gives We-media short video full space for growth,and form a professional and commercial We-media short video ecology in the long-term development.We-media short videos not only show the daily life of ordinary people,but also become an important window for government propaganda.Numerous cities have become hot Internet celebrities through We-media short video.Regional image construction has gradually changed from the government or official media to the era of official and public cooperation.Dianxi xiaoge,a we-media short video blogger who in the vertical field of rural food,pays attention to the characteristics of Yunnan in it’s short videos,shoots the scenery of Yunnan,cooks Yunnan characteristic dishes,and shows the beautiful and poetic local customs of Yunnan,which is favored by netizens.Netizens have enjoy the connect through the short video of Dianxi xiaoge.At the same time,they construct the image of Yunnan through the short video content of Dianxi xiaoge.This researchs are based on the era of we-media short video to talk about high-quality we-media short video accounts such as Dianxi xiaoge to construct the image of Yunnan,enrich the connotation of the image of Yunnan and spread the cultural characteristics of Yunnan.Firstly,use analysis method is to construct and code the content features in the short videos of Dianxi xiaoge,and collect the objective communication data of the short videos of Dianxi xiaoge.It is found that the significant differences in the communication data of Dianxi xiaoge are related to the theme,duration and presentation mode of short video content.The delicious food,hardworking people,beautiful scenery,appropriate composition shooting and professional editing make the video popular among netizens.Secondly,use text analysis to introduce the theoretical perspective of semiotics to explore how to construct the image of Yunnan in the short video of Dianxi xiaoge.It is found that the short videos of Dianxi xiaoge mainly take Yunnan cuisine as the theme,with Yunnan people,scenes,utensils,dialects and other Yunnan related content,presenting audio-visual semiotics with Yunnan characteristics.deeply,the audio-visual semiotics with Yunnan characteristics reflect the cultural connotation of Yunnan in all aspects.The image construction of Yunnan in the short video of Dianxi xiaoge is completed through the interaction of these audio-visual symbols and cultural connotations.Then,based on Peirce’s interpretation of the importance of audience semiotics,through questionnaire survey,use semi-structured interview and netizens’ comments,the author analiysis the communication effect of Dianxi xiaoge of the audience.It is found that the audience’s cognition of Yunnan is expressed through the short video of Dianxi xiaoge,which reflects the local identity of Yunnan locals,as well as their spiritual sustenance of ideal life.Audiences also try to project their own experiences,connect memories through cross-cultural dialogue,make cultural exchange and try to express their love for Yunnan with practical actions.And based on the development status of the short video of Dianxi xiaoge and the development status of the domestic short video market,compare with internal and external perspective of Dianxi xiaoge.Finally,the author thinks about the realistic value of Yunnan image construction in the short video of Dianxi xiaoge.Sum up the content value,commercial value and social value of Yunnan image in the short video of Dianxi xiaoge.And explain the deficiencies found in the research.Dianxi xiaoge has indeed constructed the image of Yunnan,and produced good communication effect among the audience,providing a new idea for the construction of the image of Yunnan.However,the image of Yunnan constructed by Dianxi xiaoge is still a continuous update on the basis of the early official image of Yunnan constructed by opportunity.It is extremely important to make good use of the short video of we media,actively develop the new connotation of the image of Yunnan,and discover the value of the short video of we media. |
