Discourse Analysis Of Traditional Craft In Mobile Short Video Communication

In the past two years,the emerging mobile short video has become an abnormal expression of the Internet.Traditional craft,which is an important part of Chinese traditional culture,is facing the dilemma of communication and inheritance.Since August 2018,the traditional craftmanship has been returned to the public through mobile short video with the “China Traditional craft Revitalization Plan”.The “Tik Tok” short video app(hereinafter referred to as “Tik Tok”)is outstanding in the field of mobile short video,and it is a vivid practice of new media communication and knowledge in traditional culture.On the other hand,the current academic circles have little research on the spread of traditional techniques in new media.Based on this,the author takes Tik Tok as the research object and analyzes the discourse of traditional craft in mobile short video.This paper takes Fairclough's “three-dimensional” discourse analysis theory as the framework,this research is carried out through three aspects: “text analysis”,“discourse practice” and “social practice”.The analysis of visual text mainly discusses how the visual image and discourse features of traditional craft in mobile short video are constructed by discourse;The analysis of discourse practice mainly studies how craftsmen produce speech in mobile short video and explores the intrinsic relationship between craftsmen and mobile short video discourse production.The analysis of social practice mainly examines the audience's and society's acceptance of the traditional techniques of mobile short video communication,and whether its discourse acceptance plays a role in the continuous production of traditional craft short video.This paper draws the following conclusions through research: First,traditional craft short video in the Tik Tok shows the three-dimensional coupled visual discourse features of “human”,“thing” and “craft”.The visual symbols in the short video are mainly craftsmen and handicraft,the short video producers have juxtaposed the two to highlight the craftsmanship of the craftsman.Second,fragmented short video builds the words and deeds of virtual presence,fragmentation observation constitutes a comprehensive understanding of traditional craft,fragmented communication plays a subtle role in teaching and learning,fragmented rendering strengthens the identity of craftsmen.Third,the rise of traditional craft in mobile short video,The practice of discourse by craftsmen in traditional craft short video,and the presentation of the visual discourse features of the three-dimensional coupling of the above-mentioned “human”,“thing” and “craft”.They are all influenced by the discourse of multiple subjects including national discourse,capital discourse,audience discourse,and mainstream media discourse.Fourth,traditional craft short video has formed a benign triangle-circulating discourse system which is “Craftsman Discourse Practice ? Short Video Discourse Presentation Features? Audience and Social Discourse Acceptance? Craftsman Discourse Practice” in mobile short video transmission.Fifth,traditional craft has a good development trend from the edge to the center.Final,traditional craft short video has the tendency of homogenization of content and vulgarity of taste.Mobile short video has only a shallow effect on the propagation of traditional craft,and it is difficult to accumulate the audience.It is a form supplement of the traditional mainstream documentary.