Research On Cross-Cultural Communication Of "Foreign Internet Celebrity" On International Social Media

With the development of Internet technology and the rise of "we media" platforms,a large number of Internet celebrities have emerged,among which there is a special group of foreigners who post short videos related to China on social media platforms.Academic circles call this group "Foreign Internet celebrities".The emergence of "foreign Internet celebrities" is of great significance to the dissemination of Chinese culture.Firstly,they are foreigners themselves,and secondly,most of their short videos are related to Chinese culture.Through the review of relevant literature,the author finds that scholars’ studies on "foreign Internet celebrities" are mostly from a domestic perspective,and their dissemination on domestic social media platforms is studied.The author will take the short video posted on You Tube by "Crooked Fruit Research Association" as an example to study the communication effect of "Foreign Internet celebrity" on international social media.According to the research problem,the author makes a research plan according to the research object and evaluation index of international communication effect proposed by Professor Li Xigen.This paper uses content analysis method to analyze 166 short videos posted on You Tube by "Crooked Fruit Research Association" from three aspects of theme construction,content form and attitude tendency.The results show that the topics of "YCHINA" short videos can be divided into eight categories: social life,customs and culture,current affairs,entertainment,education and learning,travel and food,science and technology,and others.Content presentation forms can be divided into seven categories:interview,professional experience,experience participation,topic explanation,reading comments,introduction and recommendation,and others.There is no obvious attitude tendency in short videos.Then,according to the three levels of communication effect,it analyzes the communication effect of short videos from quantitative and qualitative aspects.The results show that the short videos of "YCHINA" have achieved good communication effect on You Tube,and the short videos of current affairs and hot topics have the best communication effect,followed by travel food and social life.Then it analyzes the reasons for "YCHINA" good communication effect from three aspects: communication subject,communication content and communication media.Through the above research,the author found three deficiencies in the international dissemination of "Foreign Internet celebrity" short videos: insufficient content,insufficient attention to language barrier,and insufficient interaction.Based on this,the author believes that the government should strengthen support and guidance for "Foreign Internet celebrities",and enrich their own cultural reserves.Pay attention to the language barrier in communication;Innovate interactive paths and strengthen communication with the audience.Finally,the author thinks that China should enrich the media and be good at making use of new media.Follow up social hot spots,spread the national image;Go deep into people’s lives and show the Chinese spirit;Explore the audience’s interest,pull into the emotional distance.In teaching Chinese as a foreign language,hot events can be used as teaching materials,and the short video of "Foreign Internet celebrity" can be used for cultural teaching,and the teaching form can be innovated.