在陆台湾地区网红群体短视频大陆形象构建及传播效果

Mainland Image Construction and Communication Effect of Short Videos by Taiwan Internet Celebrities Living in the Mainland

在陆台湾地区网红群体借助自媒体创作与大陆社会、两岸议题相关的短视频,以此构建大陆形象、传播大陆文化。通过分析抖音平台上粉丝数量排名靠前的12位在陆台湾地区网红的短视频内容发现:在陆台湾地区网红身份各不相同,但都通过创作两岸关系、经济发展、社会管理、文化习俗和生活记录等主题,表达对祖国统一的认同,并用真人口述式、多人互动式、视频素材加配音式、生活微录等呈现形式构建大陆形象。由于“文化接近”原则,在陆台湾地区网红群体短视频得以在台湾地区广泛传播,向台湾地区民众展示了正面的大陆形象,为两岸文化互通共融提供了更多可能性,但同时也遭受台湾地区绿营的恶意抹黑。应进一步发挥短视频平台和在陆台湾地区网红群体的作用,客观公正地构建和传播大陆形象,促进两岸文化交流。

Taiwan Internet celebrities living in Chinese mainland create short videos related to the mainland society and cross-Strait issues with the help of we-media,so as to build mainland image and spread mainland culture.Based on the analysis of the top 12 Taiwan online celebrities and their short videos who live in the mainland with the highest number of fans on Tik Tok platform,it is concluded that Taiwan Internet celebrities living in the mainland have different identities,but they all express their recognition of the reunification of the motherland by creating short videos on topics such as cross-Strait relations,economic development,social management,cultural customs and life records,and build the image of the mainland in the form of live dictation,multi person interaction,video material plus dubbing,life micro records and other presentation forms.Due to the principle of“cultural proximity”,short videos of Taiwan Internet celebrities living in the mainland have been widely spread in Taiwan,presenting a positive image of the mainland to people in Taiwan and providing more possibilities for cross-Strait cultural exchange and integration.However,they have also been maliciously smeared by Taiwan Green Camp.We should give further play to the role of short video platforms and Taiwan Internet celebrities living in the mainland to objectively and impartially build and spread the image of the mainland and promote cultural exchanges across the Straits.