A Study On The Meaning Construction Of News Commentary Short Video Texts From The Perspective Of Reception Rhetoric

With the rapid development of the new media era,short video has become an important way for people to obtain information.The news review program has also broken the previous model and derived a transformation product characterized by innovative news content and communication methods-short video of news review.This kind of short video has an increasingly significant impact on interpreting political news at home and abroad,transmitting mainstream values and leading public opinion.The paper attempts to explore the discourse meaning construction of news comment-type short videos,and further explain the reasons for their acceptance by the recipients,with a view to providing a case reference for the practice of short video news communication.Based on the theory of reception rhetoric and multimodal discourse analysis,the paper uses text analysis,multimodal discourse analysis,case study and so on to select 171 videos of the CCTV News’ s We Chat official account,which covers a half year from January 1,2022 to June 30,2022,as the research objects,and transcribes the subtitles in the videos,A total of 95251 characters were obtained as the basis for text research.An in-depth analysis is conducted on the discourse meaning construction of news commentary short videos represented by "The Anchor Talking Lianbo" from three dimensions: context,the rhetorical meaning of textual language and the rhetorical meaning of textual images.This study finds that the expression context centered around cultural context and situational context provides the foundation and specific language environment for news commentary short videos.However,relying solely on the expression context is far from enough.The optimal reception effect can only be achieved when the expression context and reception context are fully overlapped.During this process,three types of meaning construction,namely equivalence,appreciation,and impairment,have emerged.Secondly,in the rhetorical meaning of textual language,language modality constructs the most core meaning,non-language modality complements the "voice over" of meaning,and the synergistic effect between modalities realizes the construction of overall meaning.Finally,by observing the rhetorical channels,rhetorical subjects,and rhetorical information of "The Anchor Talking Lianbo",the construction of the textual image representation meaning,interactive meaning,and composition meaning was completed.The study on the construction of the textual meaning of news comment-type short videos enriches the current research content of "reception rhetoric","multimodal discourse analysis" and "short videos",which helps to intuitively display the actual appearance of news comment-type short videos,optimize the content and form of videos from the perspective of receivers,and further enhance their communication influence.