Research On The Communication Strategy Of Li Ziqi’s Food Short Video

With the advent of the mobile Internet era,short video has achieved great development,attracting many netizens to join the ranks of short video creation.As a vertical subdivision channel in the field of short video,food short video is easy to be understood and recognized by people due to the global commonality of food topics,so it has a large scale of users and a wide range of communication.Since 2015,Li Ziqi began to shoot the original short video of ancient style food,she has integrated food with Chinese traditional culture,with her fresh and beautiful video style,she has aroused strong repercussions at home and abroad and made outstanding contributions to the communication of Chinese traditional culture.Based on Lasswell’s "5W" model theory,this paper takes Li Ziqi’s short food video as the research object,and studies it from five aspects: communication subject,communication content,communication channel,audience characteristics and communication effect.Based on the first-hand information obtained from the questionnaire survey,this paper first summarizes the demographic characteristics and use behavior characteristics of the audience,and then from Katz’s "use and satisfaction" theory,studies whether the audience’s demand motivation for watching Li Ziqi’s short food video is satisfied and how satisfied it is,and on this basis,determines the communication effect of Li Ziqi’s short food video.This study finds that Li Ziqi’s ancient style and aesthetic dress up,excellent personal quality and the professional operation of MCN are the key to her success.In terms of communication content,Li Ziqi creates a paradise life with rural streams,inherites Chinese traditional culture with ancient style food,creates a broad artistic conception with aesthetic audio-visual language,and conveyes the values of harmonious coexistence between man and nature.In terms of communication channel,Li Ziqi uses short videos as the carrier to improve the effectiveness of communication;takes You Tube as the main platform to actively carry out overseas communication;takes microblog platform as the main position to create a three-dimensional communication matrix;creates a good reputation by forwarding lottery and other activities to enhance the stickiness of fans;with the help of mainstream media,she strengthens the guiding role of positive public opinion.In terms of audience characteristics,Li Ziqi’s audience is mainly young groups such as college students,and the microblog platform and short video platform are the main platforms for the audience to understand and watch Li Ziqi’s short food videos.In terms of communication effect,Li Ziqi’s short food Video meets the audience’s cognitive needs,emotional needs,personal integration needs,social integration needs and pressure relief needs,and achieves good communication effect.Finally,combined with the success of Li Ziqi’s short video,this paper puts forward corresponding countermeasures and suggestions to improve the communication effect of food short video from four aspects: insisting on content as the king,improving video quality;based on the overall advantages,creating its own characteristics;paying attention to audio-visual language,increasing video aesthetic feeling;enriching cultural connotation,carrying forward traditional culture.