Research On The Food Culture Documentary "Once Upon A Bite" From The Perspective Of Cultural Cycle Theory

With the development of China’s economy and the improvement of people’s requirements for the quality of spiritual life,the people’s consumption demand for cultural products has gradually increased.As one of the earliest types of documentaries to enter the public’s vision,food culture documentaries have also developed a new pattern in the context of the new era.The rapid development of media technology has made food culture documentaries enter the stage of production and dissemination of new media platforms,and some new characteristics have also emerged.Once Upon A Bite is a food culture documentary made by Tencent Video Platform,which has created a precedent for the production of documentaries on China’s online video platform,and has carried out innovative brand communication of documentaries,and its production and dissemination forms have high research value.This paper will take Stuart Hall’s cultural cycle theory as the theoretical basis,and text analysis method,questionnaire survey method and interview method as the research method to study the creation and dissemination form of Once Upon A Bite,aiming to explore its communication form of diversified food culture,analyze its success,and provide useful reference for the development of food culture documentaries and documentaries in China.The first part is the introduction and the first chapter of this paper,based on the research background,research status,research significance and research methods,combined with the overview of food culture documentary and cultural cycle theory,to clarify the rationality and innovation of using cultural cycle theory to characterize,produce,consume,identify and regulate the research of food culture documentary Once Upon A Bite.The second part is the second to fifth chapters of this article and is the main part of this article.Through quantitative and qualitative research,it is found that the representation of Once Upon A Bite is composed of the title meaning construction,visual language coding and auditory language coding of Once Upon A Bite,and forms the documentary characteristics of its crosscultural communication.The production link is manifested as the main content production that conveys China’s traditional concepts in the form of story units,and the production of derivative IP brands such as content mining,cross-screen communication and native advertising is carried out;In terms of consumption and identity,this paper concludes that the diversified production of Once Upon A Bite is the main reason for attracting young and multi-circle audiences for reading consumption and derivative cultural consumption,while the interactive communication of audience reconstruction and deconstruction has reproduced the multiple meanings of Once Upon A Bite,and the audience has an emotional,cultural and interesting identification through the reading consumption and interactive communication of Once Upon A Bite.In the specification link,the internal and external norms of Once Upon A Bite provide guarantee for its production and dissemination.The third part is the sixth chapter of this paper,through the analysis of the five links of the cultural cycle of Once Upon A Bite,this paper concludes that its cultural cycle is characterized by the coding style of combining "elite" and "commoner",and the communication characteristics of "mainstream" and "circle" interaction,which produces the cultural significance of inheriting food culture,constructing local cultural landscapes and disseminating Chinese discourse,and providing an effective demonstration for the production and development of food culture documentaries in China.At the same time,this paper points out the shortcomings in the production and dissemination of Once Upon A Bite,and puts forward targeted and feasible suggestions to help it further enhance its competitiveness in the domestic cultural market and its communication power in the international perspective.