乡村意象、情感共鸣与文化自信:李子柒短视频文化传播的深层机制

Rural Image,Emotional Resonance and Cultural Confidence:The Deep Mechanism for the Cultural Communication of Li Ziqi's Short Videos

近几年出现了大量以传播乡村文化为主题的短视频作品,但真正获得文化与商业共赢的并不多。李子柒短视频无疑在众多试水者中最具典型意义的。李子柒短视频的成功首先是因为其短视频符合中国传统的审美意象,打造了人人向往的乡村意象,在中外受众中产生了强烈的情感共鸣;而李子柒对乡村文化的自觉与自信,则是其成功坚实的心理基础。由此形成了乡村意象、情感共鸣与文化自信三者之间的良性循环,这是李子柒短视频传播成功的深层机制。

Numerous works of short videos themed with rural cultural communication have emerged these years.However,it is rare for the true cultural and business win-win works.Li Ziqi's videos are the top of them with typical significance.Li's success is firstly contributed to its line with Chinese traditional aesthetical images.It has built a rural image that everybody desires for and produce strong emotional response from the audiences worldwide.Li Ziqi's cultural consciousness and confidence of rural culture lays a solid psychological foundation for her success.A virtuous circle among rural image,emotional resonance and cultural confidence has been formed,which is the deep mechanism for the success of Li's short videos.