李子柒的短视频传播效果研究

Study on the Propagation Effect of Short Video by Li Ziqi

摘要: 在媒介融合的新时代，新媒体的出现拉近了人们的距离。新媒体下的分支自媒体也受到新媒体的影响迅速发展。李子柒作为自媒体传播的领头人物，在国内外都有着良好的受众群体，受众群体是视频传播的关键，每一种受众群体，都代表着不同的传播现象；每一条视频在受众基础上所传播的文化符号，会带来一定的“文化象征化”传播；“文化象征化”的传播带来了一定的热度，也衍生出诸多的问题，如何“去商业化”，成为了目前新媒体传播路径下仍待解决的问题。

Abstract: In the new era of media convergence, the emergence of new media has narrowed the distance between people. Under the influence of new media, the branch of “we media” also develops rapidly. As a leading fig-ure in the communication of “We Media”, Li Ziqi’s short video communication has achieved consid-erable results both at home and abroad. Audience group is the key to video communication. Each audience group represents different communication phenomena. The cultural symbols transmitted by each video on the basis of audience will bring certain “cultural symbolism” transmission; The spread of “cultural symbolism” has brought a certain heat, but also derived many problems. How to “de-commercialize” has become a problem to be solved under the current path of new media com-munication.