The Construction Of Shanghai’s Local Culture Through Short Video In Shanghai Dialects

The local culture and dialect of a city are the calling cards of a city,showing its historical heritage and appearance in all aspects.In China’s quick urbanization,Shanghai,as the first city to open its gates,has accommodated a large number of foreigners and newcomers to the city.As a global megalopolis,Shanghai’s cultural identity is dissipating while its international image becomes increasingly visible to the world.The communication dilemma facing the Shanghai dialect and local culture and its future sustainable development has become an important issue in the development of Shanghai’s local culture,and a focus of attention for many Shanghai citizens.In the new media environment,there is a new medium for the construction of the city’s image and local culture,and short videos have emerged strongly.As a representative of new media,short videos combine text,pictures,music and videos,revolutionizing the traditional mode of communication,fully meeting the growing demand of the public for personalized communication and playing an important role in promoting the construction of the city’s image and local culture.As a representative platform for short videos,Douyin has created net-worthy cities such as Chongqing and Xian,making short video content a favorable carrier for the construction of city images and local cultures while entertaining the public.Among them,short videos of dialects are quite popular,which also allows dialects to break the limits of regions and play a role in promoting local dialects,making local culture blossom again and making short videos of dialects a new window for the public to understand a city and a region.This study aims to take the Shanghai-dialect self-media blogger @Xu Xiang of Douyin as an example and examine the construction of Shanghai’s local culture through the content of his videos,and explore the unique features of Shanghai-dialect self-media videos as a new path to construct Shanghai’s local culture.At the same time,the empirical study will analyze the factors that influence the effectiveness of their dissemination,so as to put forward targeted suggestions to promote the positive significance of Shanghai’s local culture heritage and the construction of the city’s cultural soft power.This research collected a total of 186 valid samples,and classified them by content(civic life,Shanghai dialect,culture,society,Shanghai cuisine)and presentation(presentation form,video tone,language used)to understand the main content and dissemination status of Shanghai dialect self-media short videos,and found that the main themes of the videos are the life of citizens and the teaching and popularization of the Shanghai dialect,while the content of culture,society and Shanghai cuisine is less common.In terms of the presentation of the videos,most of the short videos in the study sample are presented in the form of personal mock dialogues and simulated situational dialogues,mostly using humorous video arguments and a bilingual combination of Shanghai and Mandarin to present to the audience.Based on the ELM model,through an empirical analysis of the factors affecting the communication effect of self-media short videos in Shanghai dialects,the study found that,in terms of thematic content,videos of themes related with civic life and Shanghai dialects will have a significant positive impact on the communication effect of self-media short videos in Shanghai dialects.In terms of presentation,situational dialogue,live-action filming and rigorous pedagogical explanation have a significant positive impact on the communication effect of these videos.Also,in terms of marginal path factors,a video length of 30-60 seconds,a text-only video cover and 2-3 "#" hashtags make for a better spread of self-media short videos in Shanghai dialects.In conclusion,Shanghai dialect self-media short videos are a new way to promote the construction of Shanghai’s local culture and strengthen the symbolic features of the dialect and the collective memory of living,but there are also problems such as insufficient expression of the city’s spiritual connotation,lack of content and form innovation,and difficulty in grasping the scale of exclusivity of the dialect.It is hoped that this study can,to a certain extent,expand the research perspectives in the field of the integration of short videos and local culture studies,and help to optimize the construction of Shanghai’s local culture in Shanghai-language self-media short videos and promote the diversified and prosperous development of culture.