Research On The External Communication Of Chinese Traditional Culture From The Perspective Of Self-media

Chinese traditional culture is the general term for the different cultural forms of the Chinese national spirit and Chinese civilization.Such as the academic thoughts of hundreds of scholars,traditional literature,architecture,all kinds of calligraphy and painting,opera,sculpture art,national crafts,customs,etc.The continuous advancement of human history contains the continuous dissemination of culture.The development of Internet technology and the progress of transportation have made the external communication of Chinese traditional culture a necessity,and this is also a way of cultural transmission and inheritance.Nowadays,China is getting closer to the center of the world stage.It is obvious to all that its economic and political power is strong,but cultural soft power cannot match it.This also makes the spread of culture urgent.The development of science and technology and the birth of various media have opened up a new situation for the external communication of our traditional culture,and traditional culture is increasingly using new media for external communication.As the most representative communication method in the application of new media,self-media provides a new development direction for the external communication of traditional Chinese culture.As a self-media operator who has achieved certain success in the external communication of Chinese traditional culture,Li Ziqi has provided many new ideas for the external communication of Chinese traditional culture.This article takes the content and comments of "Li Ziqi's Short Video" on the You Tube platform as the research object,and explores why it can succeed in the external dissemination of Chinese traditional culture.The thesis is divided into five chapters,of which chapters 2,3 and 4 are the focus of this thesis.The second chapter defines the concept of self-media and short video,and clarifies that short video is a form of video that has been developed since the media.It also briefly explained the ways of Chinese traditional culture spreading to the outside world and the existing problems at this stage.The third chapter uses semiotic theory to interpret the Chinese traditional cultural symbols in the "Li Ziqi Short Video" on You Tube,and analyze the Chinese traditional cultural spirit contained therein.The fourth chapter,based on the third chapter,analyzes the audience of the "Li Ziqi Short Video" based on the content of the interpretation,and briefly summarizes its communication effect and why there is such a communication effect.Chapter 5 summarizes "Li Ziqi's short video" as a Chinese tradition from three aspects: giving play to the advantages of non-governmental communicators in foreign cultural dissemination;content is king,giving play to the advantages of traditional Chinese culture;innovating communication methods and giving play to the advantages of self-media dissemination.The enlightenment brought by the spread of culture.