Study On The Symbol Presentation And Dissemination Of Urban Culture In Shop-hunting Food Short Videos

Urban culture deposited in social interaction and practice has stability,uniqueness and development,which is the core competitive advantage that distinguishes it from other cities in the process of modern urbanization.Characterized by interaction,popularization and socialization,short video platforms accelerate the sinking of communication rights and provide a platform for the participation of all people in the wide dissemination of urban culture.Food symbols with topic degree and attraction carry cultural connotations and meanings of different urban customs,dietary preferences,urban temperament and so on.They are the most direct entry point for spreading urban culture.Among them,short store-hunting food videos focusing on urban food itself not only provide practical reference suggestions for specific urban food stores,such as taste,cost performance and so on.It also presents a rich landscape of urban food culture,realizing the audience’s virtual experience of urban culture and joint communication.In this paper,343 representative short videos of Chongqing shop-hunting food on Bilibili website are selected as the specific research object.Based on the theory of semiotics,content analysis and empirical research are used as the main research methods to study the selection characteristics,rhetorical logic,meaning presentation and communication effects of Chongqing urban cultural symbols in shop-hunting food short videos.This paper reveals the internal logic of store-hunting food short video presentation and communication of urban culture,proposes the shortcomings of store-hunting food short video in the selection,meaning presentation and communication of urban cultural symbols,and puts forward targeted optimization suggestions on this basis.Chapter 1 Introduction explains the importance of store-visiting food short video presentation and dissemination of urban culture through the analysis of research background,research status,research purpose and significance,and research methods.The second chapter has sorted out the practical connection between short video and urban cultural transmission;The development history of shop-hunting food short video;On the basis of the characteristics and classification of urban cultural symbols,this paper sorts out some urban cultural symbols in the short video of shop-hunting food.The third chapter mainly analyzes the communication characteristics of store-hunting food short video from three aspects: communication subject,communication content and communication mode,as well as the cultural value of promoting the aesthetic extension of urban food culture,improving the participatory experience of urban food culture and the practical significance of accelerating the development of urban media economy.The fourth chapter combs the selection results and characteristics of Chongqing urban cultural symbols in the samples of shop-hunting food short videos,explores its rhetorical logic in the main forms of simile,metaphor and metonymy,and on this basis analyzes the process in which scene symbols,food symbols,character symbols and language symbols present the significance of Chongqing urban culture.The fifth chapter explores the communication effect of Chongqing urban culture in the shop-visiting food short video through questionnaire survey and in-depth interview,and draws the following conclusions: In terms of cognitive effect,the audience has a high degree of perception and understanding of the material cultural symbols and the direct meanings of urban cultural symbols;In terms of emotional effect,the city features presented from the perspective of popularization and low-context narration enhance the audience’s recognition and favorable impression of Chongqing city culture.In terms of behavioral effect,the audience has a high enthusiasm to participate in the online interaction of store-visiting food short videos,and the probability of converting online traffic into offline physical consumption is high,which promotes the development of urban economy.Based on the findings of the empirical study in the last chapter,the sixth chapter analyzes the shortcomings of store-hunting food short videos in spreading urban culture,including the similarity and simplification of narrative content,homogeneity and template of narrative methods,and obvious commercialization tendency.And put forward targeted optimization suggestions,that is,the content strategy of highlighting the city characteristics and cultural connotation,the narrative strategy of style and form integration innovation,and the main strategy of “official+non-governmental” cooperation and mutual assistance.