The Construction Of Rural Images In The Short Video Of "Foreign Influencers" From The Perspective Of Multimodal Discourse Analysis

With the iteration and development of media technology,the instantaneous,low-threshold and interactive features of social media have gradually brought the role of individuals in image construction to the fore.Due to the perspective of "other" and the characteristics of sound and picture,the videos of "foreign influencer" with the theme of rural areas have been widely spread on the platform and become one of the important ways to show the image of China’s countryside.The study selects 130 short videos of "foreign influencer" on the Douyin platform as research samples,and uses the content analysis method to explores the rural images they construct and the ways how they construct rural images from three dimensions:themes,presentation and attitude of the videos.Secondly,the study uses a combination of content analysis and multi-modal discourse analysis to create categories and to codify the samples from three aspects of the visual grammar of multi-modal discourse analysis:reproduction,interaction and composition.The data are processed and analyzed by the statistical software SPSS AU to investigate the presentation strategies and meaning construction mechanisms of multi-modal discourse in the short videos of "foreign influencer".The research discovered that the short videos of "foreign influencer" create a multi-dimensional,realistic and positive image of the countryside through the various themes related to the countryside,the live filming and rough editing methods that are different from other new media videos,and the positive emotional attitude.Therefore,in the context of rural revitalization,the dissemination of "foreign influencer" short videos has.economic,political and cultural values.In the visual grammar of multi-modal discourse analysis,the "foreign influencer" short videos use a combination of narrative and concept to develop the video content in terms of reproduction;in terms of interaction,they focus on providing information,using social distance and horizontal perspective that are close to the audience;In terms of composition,key information is often placed in the center and foreground,and highlighted by the color of the image.It can be seen that making good use of rural symbols that are different from urban ones,using different distance from the audience,and focusing on the composition skills in the short video to highlight the visual center are the ways of constructing meaning by using multi-modal discourse presentation in the short videos of "foreign influencer".However,in the process of constructing meaning,"foreign influencer" short videos also have problems such as limited narrative,insufficient content and lack of footage.This article therefore suggests that the producers of "foreign influencer" short videos can,on the one hand,continuously try to innovate the short video narrative mode and find rich quality content to help audiences understand a more comprehensive image of the countryside;on the other hand,they can also work on video production,seek the support of professional video production teams,and plan and produce excellent short videos from all aspects.