从李子柒系列短视频探索中华优秀传统文化传播的有效途径

Research on the Effective Ways of Chinese Excellent Traditional Culture’s Transmission from Li Ziqi’s Short Videos

在新时代的背景下,中外文化交流蓬勃发展,如何让中华优秀传统文化“走出去”成为社会热议的话题之一。本研究旨在以李子柒系列短视频为研究对象,从读者批评的角度出发,探究其短视频走红海内外背后的原因,以期为中华传统文化外宣提供一些经验借鉴。经对李子柒的短视频与其他同类短视频比较,我们发现李子柒的短视频在表现手法、内容选材、传播视角、文化理念四个方面的经验较为突出。以此为出发点,我们建议文化外宣时可以基于优秀的视听呈现,扎根生活寻找文化内容、进行深层文化构建,同时借助自媒体与传统媒体互为补充的模式,使中华传统文化走向世界时行稳致远。

In the new era,with the flourishing of sino-foreign cultural exchanges,how to spread Chinese excellent traditional culture abroad has fueled heated discussion.This research takes Li Ziqi’s short videos as the research object to explore the reasons behind their popularity at home and abroad from reader criticism in order to provide some inspiration for solving the dilemma of Chinese traditional culture’s international publicity.Through comparison between Li Ziqi’s short videos and other similar videos,this research argues that Li Ziqi’s videos have merits in four aspects:expressive tactics,content selection,communicative perspective and cultural concept.By virtue of the highlights of Li Ziqi’s videos,some suggestions are made that Chinese traditional culture’s international publicity should take root in daily life to seek for cultural content and construct deep culture on the basis of excellent audio-visual presentation with the complement of the self-media to the traditional media so as to make Chinese traditional culture’s international publicity go smoothly and further.