The Emotional Discourses Production of Cultural Short Videos Going Overseas and Their Construction Strategies
As a typical solution of cultural international communication practice,cultural short videos have built up a cultural spectacle in the international communication field,but there are also problems.In this regard,creating a more empathetic,diverse and systematic content communication space from the emotional expression of culture has become a realistic choice to enhance the effectiveness of international communication of cultural short videos.Empathy has been increasingly emphasized as the core thread running through the practice of cultural short videos going overseas,and the empathic communication shift is now taking place.The study adopts a multimodal discourse analysis method to summarize the main emotional discourses of"overseas"cultural short videos,taking popular cultural short videos on the YouTube platform as a case study,and then analyzes the construction strategies of cultural short videos to enhance the emotional connection with the international audience accordingly.
Cultural short videosEmpathic communicationGoing overseasMultimodal dis-course analysis
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