Value Construction Of Red Tourism Short Video In Ethnic Regions

Red tourism is a type of tourism with special political,cultural and economic values,and red tourism in ethnic areas also plays a unique cultural value on top of this.The development of red tourism in ethnic regions is not only an important path for poverty alleviation in ethnic regions,but also the rise of short videos has opened up more diversified value construction paths for red tourism in ethnic regions.Using Hall’s coding/decoding theory of cultural communication,this paper takes the short videos of classic red tourism scenic spots in Inner Mongolia Autonomous Region,Sichuan Province and Guangxi Zhuang Autonomous Region,which are disseminated on the Tik Tok short video platform,as a case study,to explore the connotations and characteristics of short videos of red tourism in ethnic regions in the process of coding,dissemination and decoding,and to explore the value construction theoretical logic of short videos of red tourism in ethnic regions.This paper is divided into six parts: the first part introduces the background of this paper in detail,and reviews the current situation of domestic and international research on the research object of this paper,and finally introduces the theoretical framework,concept definition,and technical route invoked in this paper;the second part gives an overview of the "network field" involved in this paper,namely,red tourism short videos in ethnic areas.The third part discusses the coding orientation and connotation of short videos of classic red tourism scenic spots in Mongolia,Sichuan and Guizhou,and elaborates the dissemination process of short videos of red tourism in ethnic areas in new media platforms;the fourth part uses the coding analysis of short video comments by rooting theory to explore the decoding connotation of short videos of red tourism in ethnic areas.The fifth part analyzes the value construction logic of red tourism short videos in ethnic areas and constructs a theoretical analysis framework based on the previous discussion;the sixth part concludes the research and outlook of this paper.There are three conclusions in this paper.The first point is that from the coding end of red tourism short videos in ethnic areas,the coding groups of red tourism short videos in ethnic areas are divided into official accounts of scenic spots and local governments that adopt the main perspective and personal accounts of travel bloggers and tourists that adopt the guest perspective.They encode and disseminate red tourism scenic spots in ethnic areas through local cultural excavation and stage show of tourism experiences;secondly,there are mainly two decoding methods at the decoding end of short red tourism videos in ethnic areas,one is the negotiated decoding of short video audiences for the short video content production level and tourism experiences shown in the short videos;the other is the decoding of short red tourism videos in ethnic areas by awakening audiences’ collective The other is the dominant decoding of the red tourism short videos in ethnic areas by awakening the audience’s collective memory and identity emotion,so that the audience can generate a positive imagination of the "community" of their country and ethnic group,and then complete the construction of the imagination of China and the Chinese nation community;thirdly,the dissemination of high-quality red tourism short videos in ethnic areas can drive the cultural consciousness of both encoding/decoding ends for local culture and red culture,and stimulate the cultural consciousness of short videos.Thirdly,the dissemination of highquality red tourism short videos in ethnic areas can drive the cultural consciousness of local culture and red culture on both sides of the encoding/decoding,stimulate the motivation of short video audiences to travel to red tourism scenic spots in ethnic areas,effectively disseminate the red culture carried by red tourism scenic spots in ethnic areas,and become a new channel to build the identity emotion and common imagination of red tourism short video audiences in ethnic areas towards the nation and Chinese national community.