Research On "Yang Net Red" Short Video Overseas(Platform)in Cross-Cultural Communication

In the context of globalization,the problem of cross-cultural adaptation has become increasingly prominent.How to flow unobstructed in cyberspace society through common cultural cognition and break the "Babel Tower" full of prejudice is a problem that cross-cultural communication must face at present.At present,the phenomenon of "foreign Internet popularity" benefits from the shaping of the dual context of society and technology.It has become an active practice of reducing cultural discount in cross-cultural communication,and provides a new idea for promoting the effect of China’s foreign communication.This paper selects a total of 337 short video samples released by "waiguoren Research Association" and "I’m Jerry Guo" on You Tube account as the research object,and combs the release quantity,release content and other aspects,so as to find out the external communication strategy of "yangwanghong".Based on the four links of contact,acceptance,maintenance and promotion of media influence,this paper analyzes the communication ability of "yangwanghong" on You Tube platform from the four communication abilities of "breadth factor","depth factor","intensity factor" and "validity factor".The study found that the current "yangwanghong" short video media contact breadth is low as a whole;The media acceptance is unstable and the gap between head and tail is large;Video content affects users’ loyalty;The overall attitude of users towards video shows positive emotional color.Finally,in view of the limitations of the communication power of "yangwanghong" short video overseas platform,this paper puts forward some suggestions on the positive development of "yangwanghong" to stimulate the long tail productivity of "yangwanghong" we media.