A Study On The Presentation Of China’s National Image On The International Short Video Platform TikTok

In the context of globalisation and integration,new media has become an important tool for shaping and presenting national images.Among them,short video platforms represented by TikTok have rapidly emerged and gained international influence by virtue of their short video length,high interactivity,fast dissemination and wide reach.Since the beginning of2018,the international short-video platform TikTok has been ranked the first in terms of downloads,which has played a good role in promoting the presentation of China’s national image.Based on this,this paper selects 500 videos related to China on the TikTok platform as research objects,and uses a combination of textual analysis and case study methods to explore the rhetorical context,rhetorical texts,rhetorical methods and rhetorical optimisation strategies for the presentation of China’s national image on international short video platforms,with a view to providing other short video platforms with a better presentation of China’s national image.The study finds that the TikTok platform is the most popular platform for the presentation of China’s national image.The study found that the TikTok platform presents a distinctive national image,a rich and diverse cultural image and a different style of social image through a combination of horizontal and vertical images,a variety of scenes and different colour subtitles.In the videos presenting China’s national image,TikTok users use various visual rhetorical methods such as visual metaphor,visual metonymy and contrast rhetoric to present an inclusive,open,realistic and unique image of China.Based on this,this study proposes three rhetorical optimisation strategies for the short video platform to better present China’s national image: firstly,to continuously optimise the content of the platform and improve the international influence of the short video platform;secondly,to cross cultural contextual barriers and create a common discourse space in the world;thirdly,to strengthen the practical application of visual rhetoric and enrich the user experience with audiovisual content.