Research Of Cross-Cultural Communication Of Reaction Videos

The process of globalization has realized Mc Luhan’s vision of global village,and cross-cultural communication has become a common social phenomenon as countries around the world become more and more connected and interact more frequently.Reaction video is "a video that actively records one’s own or others’ reactions to an autonomously selected video clip".In the era of screen reading,video images have become the main means of cross-cultural communication,and reaction video is one of the emerging methods for cross-cultural communication nowadays.In his study of media convergence,Danish scholar Klaus Bruhn Jensen uses media material,media implication and media system as his research framework.The framework lays out a layered theoretical concept for interpreting media convergence and new media communication.This paper takes reaction video,which is a product of the new media communication era,as the research object,and explores and understands the cross-cultural communication phenomenon in reaction video based on the research framework of media material,implication and institution.This paper first defines reaction video in detail as "a video that actively records one’s own or others’ reactions to an autonomously selected video clip".Meanwhile,by combing the development history of reaction video,we found that reaction video has experienced the period of radio and television,the late development of television and the period of online media.Through themes such as food,music,film and video games,reaction video has embarked on a global cross-cultural communication campaign.Secondly,this paper discusses the reality conditions for the emergence of reaction videos from two aspects: social and cultural foundations.In terms of social foundation,the formation of globalization and network society,the empowerment of new media technology and the emphasis on visual symbols in the society of spectacle are the reality conditions for the emergence of reaction videos.In terms of cultural foundation,the addition and evolution of participatory culture and the development of cultural convergence have created the possibility for the birth of cross-cultural reactive videos.Thirdly,this paper conducts an in-depth study on the content of cross-cultural reaction videos.It is found that reaction videos generate textual content with feedback and express content through multimodal discourse,whose linguistic modality shows the subjective and objective thoughts of the communication subject,visual modality closes the psychological distance between the transmitter and the receiver,and auditory modality enhances the authenticity of the interaction between the two parties.At the same time,cross-cultural reaction videos always play an active role in cross-cultural communication by actively showing culture identity,culture shock and culture conflict as deep themes.Finally,this paper argues that reaction videos form a "Public Sphere" for cross-cultural communication and interaction.Reactive video allows individuals to use fragmented,private spaces to express their opinions and ideas publicly.In addition,in the cross-cultural activities mediated by reaction videos,the interlocutors present the relationship of mutual subjects,and under this relationship,the cross-cultural communication with the purpose of dialogue is facilitated.In the process of communication mediated by reaction videos,a consensus conducive to cross-cultural communication is reached in the pursuit of mutual understanding between different cultures and the belonging and identity of the same culture.