Nostalgia,Spectacle And Identity:Research On YouTube Platform Guizhou Video User Comments

This paper takes Guizhou videos on You Tube,a representative foreign social networking site,as the object and audience analysis as the starting point,selects sample videos by the intentional sampling method,analyzes their comments through content analysis,and explores the cognitive focus,emotional tendency and value judgment of domestic and foreign audiences on Guizhou,so as to provide references for the international communication of Guizhou in the new era.The text is mainly analyzed from three levels.First,it describes the communication status of Guizhou videos on You Tube through the analysis of video content,publishers,data related to video communication,and word frequency categories.The second is to distinguish the audience identity,take the review text as the object,based on the "use and satisfaction theory" and "cultural identity" theory to analyze the cognition,emotion and attitude of domestic and foreign audiences;Third,based on the analysis results,the author puts forward the inspiration for Guizhou’s international communication and the feasible path and method.Through the research,we found that the videos of Chinese bloggers and the videos with more regional,ethnic and historical themes are easy to get high attention and comments.Although Chinese and English are the main language in the video transmission of Guizhou,there are also some videos in minority languages,which more fully reflect the ethnic characteristics of Guizhou videos.Secondly,in terms of audience identity,Chinese people have multi-level needs in You Tube.As active audiences,they pay attention to and support the spread of Guizhou videos,and hope to contribute to the spread of Guizhou on You Tube and internationally.At the same time,as potential communicators,they also express their desire to go to Guizhou and shoot Guizhou in their comments.However,foreign users like to discuss the urban appearance of Guizhou with the material and economic development of China together.They think that some videos of Guizhou have vague features and lack humanistic attention to the urban space of Guizhou,and more connotation and depth videos need to be formed.Thirdly,both Chinese and foreign audiences have different degrees of identification with China and its cultural traditions.From the perspective of self-role,Chinese have a stronger sense of identity and belonging to the motherland based on blood ties and geographical connections,while from the perspective of others,foreigners’ identification with Guizhou culture rises to that of China’s enterprising spirit and traditional culture.Our conclusion is that in order to enhance the communication power and influence of Guizhou videos,the government and the people should combine,pay attention to discovering and cultivating local opinion leaders,improve the content and form of video production,show more characteristic scenery and humanistic elements in Guizhou videos,tell Guizhou stories well,and provide expression platforms for Chinese through official solicitation of excellent videos.So as to better shape the international image of Guizhou,enhance the ability of international communication of Guizhou.