Research on Media Image Construction and Innovative Communication of Short Videos on Excellent Traditional Culture: Taking the Self-media Account 'Nanxiang' as a Case in Point

DOI: https://doi.org/10.62517/jnme.202410409

Author(s)

Wenlu Wei, Xinyu Cui*

Affiliation(s)

School of Communication, Weifang University, Weifang, Shandong, China *Corresponding Author.

Abstract

Driven by the wave of digitization, the medium of short video has become a force to be reckoned with in cultural communication with its unique communication mechanism and large audience. As the spiritual lifeblood of the Chinese nation, the creative transformation and innovative development of the excellent traditional Chinese culture is particularly important in contemporary times. However, in the social media platform of short video, in the face of fragmented reading habits and cognitive entertainment-oriented communication environment, how to efficiently construct and disseminate the media image of excellent traditional culture has become the prerequisite and foundation for promoting excellent traditional culture into reality. In this paper, through the case study method, we take the TikTok self-media account "Nanxiang: Beyond the Palate" as a typical case, which shows the culture, diet, customs, artifacts, crafts, and other subjects of Chinese excellent traditional culture, and summarizes the media image of excellent traditional culture short videos through in-depth analysis of the account's creation characteristics and communication strategies. Through an in-depth analysis of the account's creation characteristics and communication strategy, the effective path of constructing the media image of short videos of excellent traditional culture is summarized, and it also provides ideas for the transmission of new cultural connotations and the national spirit of excellent traditional culture in the current society.

Keywords

Short Video; Media Image; Excellent Traditional Culture; Communication Strategy

References

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