Research On Media Image In Dai Short Videos

The construction and presentation of ethnic minority image is an important part of the consciousness of the ethnic community.The rise of short videos makes the cultural images of ethnic minorities change from static text symbols to dynamic visual symbols,presenting them to the public in a more intuitive and vivid form of symbols.For one,the presentation of the media image of the Dai ethnic group constructs the public’s cognition of the Dai people;For another,the content presented by the Dai people not only reflects the degree of their cultural identity,but also reflects the level of understanding of their ethnic culture.The presented images,no matter good or bad,have an impact on the effectiveness of Dai culture communication.At the same time,the public’s perception of Dai people will greatly influence their development in society.Taking the We Chat video account"Mengdai Dehong"in Dai Jingpo Autonomous Prefecture of Yunnan Province as a case study,this paper selects videos published from1^stJanuary 2021 to 31^stOctober 2022,as samples,and uses content analysis method to study the content construction characteristics based on framework theory.And from the four dimensions of Dai customs,Dai character,Dai clothing and Dai values,the characteristics of Dai image are analyzed.According to the research,"Mengdai Dehong"video account can be divided into current affairs and political videos,art-appreciation videos,scientific videos,epidemic-prevention/control videos,life-related videos and economic-development videos.In terms of content construction,there are various themes in line with their own positioning,rich forms of content highlighting the features of thematic content,and content selection for internal inheritance and external dissemination.In the image presentation of Dai media,there is a lack of relevant content about Dai customs.Dai people are mainly positive in terms of personality.Positive images include:helpfulness,politeness,good at singing and dancing,warmness and hospitality,gentleness,braveness,industriousness,humor,rational and intelligence 9 aspects and negative female character of"full of sorrow".Dai women pay attention to color coordination of,their cloths and the style is light and slim;Men pay attention to simplicity and generosity.The image of Dai values is mainly analyzed from three dimensions:politics,economy and culture.It embodies the political values including patriotism,Party love,dedication,freedom and equality,fairness and integrity,law-abiding;the economic values refer to self-reliance,free competition,thrift,honesty and trustworthiness,and rural revitalization;and the cultural values involve with respecting the old and cherishing the young,caring for the environment,solidarity and mutual help,harmony and friendship,attaching importance to education,drug control,AIDS prevention,and ethnic and religous cultures.