Cross-Cultural Communication Of Foreign Internet Influencer’ Reaction Videos

In the context of globalization,cross-cultural communication has become the norm.In recent years,some foreigners who have lived in China have gradually become "foreign internet influencer" on media platforms by sharing cultural differences and experiential knowledge.Among them,some foreign internet influencer focus on cross-cultural topics in the form of reaction videos.The reaction videos of foreign internet influencer not only demonstrate their understanding of Chinese culture,but also expand the channels for external communication,namely,micro-perspective external communication through reaction videos of foreign internet influencer.This study mainly uses case analysis and content analysis methods to conduct data analysis on the Bilibili account "British Jack"."British Jack" published a total of 262 original videos between February 29,2020 and February 28,2023.Excluding videos that do not belong to the reaction video type,this study selected 216 original reaction videos as research samples.In terms of theme characteristics,the selection of topics in reaction videos is relatively broad,focusing on entertainment-oriented content while also including soft and hard topics.The titles of reaction videos often use punctuation marks to stimulate audience emotions,and the textual part conveys the main theme.In terms of publishing characteristics,foreign internet influencer mostly publish videos during the golden time period and adjust the release time according to the audience’s daily routine.The information content of the reaction videos is high,and the videos are mainly of medium and long length.In terms of communication data,the overall trend of the reaction videos is positive,but there is a large difference in communication data between videos,and few videos become hits.In terms of interactive features,fans have a high level of identification with the reaction videos,and entertainment-oriented videos are more likely to attract audience participation.In terms of the construction of meaning in reaction videos,foreign internet influencer typically use symbols such as text,images,emojis,and actions to construct meaning.They decode and recode the original video text to generate the connotative meaning of the reaction video.The logic of meaning construction of foreign internet influencer is reflected in three aspects: expanding the influence of the account,seeking economic benefits,and exploring Chinese culture.The interactive subjects of foreign internet influencer reaction videos mainly include the internet influencer themselves and Bilibili audiences.The interpretation paths of Bilibili audiences for reaction videos include new interpretation of the "original video text," reinterpretation of the "interpretation text," and interpretation of symbolic text.The value of foreign internet influencer reaction videos is reflected in personal emotional experience,group identity,and cultural consensus at the national level.Based on the above analysis,this paper summarizes the problems encountered by foreign internet influencer reaction videos in cross-cultural communication practice,including homogenization of video topics,alienation of emotional expression,and one-sided interpretation of content.Furthermore,this paper provides insights for better external communication of Chinese culture based on these issues.