摘要
李子柒美食短视频海外社交媒体走红,得益于对中国传统文化的符号化处理,其传播效果依赖于传播主体、传播受众的积极反馈等方面。探讨李子柒现象,提出让世界听懂"中国故事"的有效策略:一、创造多元的文化符号表现形式;二、丰富符号内涵;三、增加传播主体;四、了解目标受众以确定传播模式、传播途径、传播内容。
In the context of the all-media era,the short video of Li Ziqi's food becomes popular overseas,and turns out to be a successful case in cross-cultural communication.From the perspective of communication,studying the phenomenon of Li Ziqi's cross-cultural popularity can provide some reference and ideas for Chinese culture to go out.The paper discusses the phenomenon of Li Ziqi from the aspects of symbolic treatment of traditional Chinese culture,and the effect of communication depends on the main body of communication,the audience,and the positive feedback of the audience.It proposes an effective strategy for the world to understand the“Chinese story”:firstly,to find more expression forms of cultural symbols;secondly,to enrich the connotation of symbols;thirdly,to increase the main body of communication;fourthly,to have better understand of the target audience in order to determine the mode of communication,communication channels,and content of c ommunication.
作者
史青玲
邵峰
SHI Qing-ling;SHAO Feng(School of Foreign Languages,Dezhou University,Dezhou Shandong 253023,China)
出处
《德州学院学报》
2020年第5期30-33,共4页
Journal of Dezhou University
关键词
李子柒
文化符号
传播主体
传播受众
传播效果
Li Ziqi
cultural symbols
the main body of communication
the target audience
the effect of communication
