从影像狂欢到知识传播——论“李子柒现象”与短视频创作升级

From the Carnival of Images to the Dissemination of Knowledge:On“LI Zi-qi Phenomenon”and Short Video Creation Upgrade

李子柒短视频走红国内外,引发了生活类原创短视频的创作高潮。“李子柒现象”的背后是短视频创作内容、传播手段和精神境界三大层面的升级,以正能量和优美的影像改变短视频纯粹娱乐杂耍、缺乏原创的现状,改善了短视频浮躁、虚假的影像狂欢形象。在知识社会学的语境下,李子柒团队打造真善美的形象和乡土化的风格,整合影像和图文的优势,在短视频里传播积极正面的价值观,体现出短视频创作由娱乐杂耍转向知识传播的趋势,赢得了广大受众的认可与共鸣,对优秀短视频的创作具有重要的借鉴意义。

Li Ziqi's short video has become popular at home and abroad,which has triggered the creation climax of life original short video.Behind the"Li Ziqi phenomenon"is the upgrading of short video creation content,communication means and spiritual realm,which changes the status quo of short video pure entertainment and lack of originality with positive energy and beautiful images,and improves the short video impetuous and false image carnival.In the context of sociology of knowledge,Li Ziqi's team creates a true,good and beautiful image and a local style,integrates the advantages of images and graphics,and spreads positive values in short videos,reflecting the trend of short video creation from entertainment juggling to knowledge dissemination,winning the recognition and resonance of the broad audience,which has important reference significance for the creation of excellent short videos.