跨文化视角下中国美食短视频叙事方式与传播策略及影响研究——以抖音“夏厨陈二十”为例

Narrative Style, Communication Strategy and Impact of Chinese Food Short Videos from a Cross-Cultural Perspective—Taking “XiaChu Chenershi” on TikTok as an Example

摘要: 全球化的不断深入，短视频作为一种新兴的媒体形式，在跨文化传播中扮演着越来越重要的角色。美食作为中国文化的重要组成部分，通过短视频这一平台迅速传播至世界各地。美食短视频往往能够巧妙地将本土文化特色结合视觉、听觉等符号以及情感进行多维度呈现，吸引全球受众的注意力。本文聚焦于跨文化视角下中国美食短视频的叙事方式以及传播策略及其对不同文化传播的影响。本文采用文本分析法以及观察法对抖音短视频平台的“夏厨陈二十”系列视频进行研究。美食短视频传播能够有效地促进跨文化交流与理解，但同时也存在文化误读和刻板印象强化的风险。

Abstract: With the deepening of globalization, short videos, as an emerging media form, play an increasingly important role in cross-cultural communication. Cuisine, as an important part of Chinese culture, is rapidly spreading around the world through the platform of short videos. Short food videos often skillfully combine local cultural characteristics with visual and auditory symbols as well as emotions in a multi-dimensional presentation, grabbing the attention of global audiences. This paper focuses on the narrative and communication strategies of Chinese food videos from a cross-cultural perspective and their impact on the communication of different cultures. This paper adopts the text analysis method and observation method to analyze the “XiaChu Chenershi” series of videos on the Douyin short video platform. Short food videos can effectively promote cross-cultural communication and understanding, but there is also the risk of cultural misinterpretation and stereotype reinforcement.