Research On Communication Strategy Of Short Videos Of Local Culture On Tiktok Platform In Inner Mongolia Under The Background Of Rural Revitalization

In response to the national call,Douyin vigorously promotes local culture short videos to spread local culture and drive regional economic development with traffic resources.This kind of video by virtue of simple local customs and unique regional style,won the users favorite.Local culture videos of Inner Mongolia have frequently been on the hot list of " Douyin",because of the long history and dazzling local culture of Inner Mongolia.In the steady development of the new era,it not only retains the traditional cultural connotation,but also innovates and develops on this basis.Short videos of Inner Mongolia local culture combine culture with entertainment,knowledge with artistry,enhance users sense of novelty and love for Inner Mongolia regional culture,help Inner Mongolia image dissemination and promote the reproduction of local culture.This paper uses in-depth interview method,text analysis method and case analysis method to study the communication strategies of local culture videos on " Douyin" platform,and analyzes content production,operation and promotion based on the theories of communication and semiotics.This pap er is divided into six parts.In the first part,the introduction combs and analyzes the past studies of local culture,and puts forward the research methods and innovation points of this paper.Th e second part analyzes the development of Inner Mongolia local culture short video from two aspects of policy promotion and content form;The third part,through close reading of the text,studies the picture,sound and other content strategies of Inner Mongolia local culture short video;The fourth part analyzes the operation strategy of Inner Mongolia local culture short video from the perspective of platform and creators;The fifth part,through research,finds that there are problems such as single cultural dimension and insufficient operation ability in the content of local culture short videos.In the sixth part,the author puts forward the corresponding optimization strategy for the above problems.I hope I can contribute to local culture short video bloggers on " Douyin" platform,and I also hope I can contribute to the countryside.