A Study Of Multimodal Discourse In Rural Shake Shack Short Video

With the implementation of rural revitalization strategy and the development of new media platforms,rural short videos stand out among many short video types.At present,rural short videos such as "Li Ziqi,Shuzhong Peach Sister and Nianxiangren Zhou Zhou" with millions of fans have become popular.Rural short videos are gradually integrated into the daily life of the public and become a new channel for people to understand the face of the countryside.However,at present,there are still significant problems in the dissemination and development of rural short videos in China due to the limitations of new media communication environment and creators’ own knowledge and culture level.Based on the background of rural revitalization and new media communication,the thesis uses literature analysis,case study analysis,multimodal discourse analysis and other research methods to study the current situation,multimodal context,discourse presentation and semantic construction of rural short videos.Based on the analysis of the current situation of rural short videos in Enshi,the theoretical basis of Zhang Delu’s multimodal discourse analysis framework is used to reveal the connotation of multimodal contexts in rural short videos from three aspects: cultural context,situational context and development context.By analyzing the linguistic and non-linguistic modalities of rural short videos,we explain the presentation of multimodal discourse and the interaction between modalities in rural short videos,and construct the multimodal discourse meaning of rural short videos through analyzing the conceptual meaning,interpersonal meaning and schematic meaning of rural short videos.After multimodal discourse analysis,the problems of rural short videos in content,linguistic expression,nonverbal expression,expertise,and dissemination strength are identified,and certain targeted strategies are proposed;paying attention to the dominant role of linguistic modality and the innovative use of nonverbal modality in rural short videos is essential for improving the quality of short video creation content,and for rural short videos to better attract users,rural creators,in the future development.In the era of new media development to better improve the quality of video content creation and achieve a win-win situation in rural economic construction and cultural communication,it can provide some reference and reference.