中国美食短视频号的跨文化传播策略——对“Goldthread”视频号的文本分析

Cross-Cultural Communication Strategies of Short Video Channels on Chinese Food—A Textual Analysis of “Goldthread”

“Goldthread”视频号作为中国美食类短视频在YouTube平台上“出海”的一个成功案例,拥有着优秀的跨文化传播策略,为我国美食短视频的跨文化传播提供了可借鉴的范本。该视频号通过构建语言符号、视听符号、新兴美食文化符号等多模态的跨文化符号,以及对镜头语言、画面剪辑、色彩、动画展示等影像美学技术的运用,优化了观众的观看体验,提升了美食短视频的跨文化传播效果。从视频创作的角度出发,中国美食短视频应正确使用语言符号,进行准确解码;善用视听符号,提高传播效果;扩充美食文化符号,更新文化记忆;巧用摄影技术,构造影像美学;采用平民视角,推动柔性传播,进而提升其跨文化传播的实践效果。

As a successful case of short videos on Chinese food “spreading overseas” on YouTube, “Goldthread” has effective cross-cultural communi-cation strategies, which provide a model for the cross-cultural communication of short videos dedi-cated to promoting Chinese food culture overseas. By constructing multi-modal cross-cultural sym-bols such as language symbols, audiovisual symbols, and emerging food culture symbols, as well as the wise use of image aesthetic technologies such as lens language, screen editing, colors, and ani-mation, the channel optimizes the viewing experience of the audience and improves its cross-cultural communication effect. From the perspective of video production, short videos on Chi-nese food should correctly use language symbols and accurately decode;make good use of audio-visual symbols;expand the symbols of gastronomic culture and update cultural memory;wisely use photography techniques to construct image aesthetics;adopt the perspective of civilians to promote flexible communication, and then improve the practice of cross-cultural communication.