July 9, 2022 • 09:00 - 09:10 | Saturday
Parallel 2 - Zhumu Conference: 636964413 : Zhumu Conference: 636964413
Parallel 2: Technology and cross-cultural communication for health


Digital celebrities spread information through   short videos on YouTube, which plays an important role in cross-cultural   communication. However, when "digital" celebrities conduct   cross-cultural communication through short videos, cultural discounts will   inevitably occur, that is, value loss caused by differences in cultural   structure. Specifically, the public from different countries have cultural   differences, so their emotional attitudes will also be different. Therefore,   how to promote the emotional resonance of the public with different cultural   backgrounds to the cross-cultural communication of "digital" celebrities   through short videos has become an urgent problem to be solved. This study   explores the influence of different attributes of short videos on the   emotional distance of Chinese and foreign audiences, which is conducive to   grasping the difference in the emotional impact of different factors on   Chinese and foreign audiences and improving the emotional resonance level of   Chinese and foreign audiences. Based on a sample of 320 short videos from the   YouTube accounts of the top 8 Chinese "digital" celebrities by   followers, In this study, content analysis, sentiment analysis, and   regression analysis were used to investigate the effects of title sentence   pattern, title text symbol, video cover, background music emotion, video   category, content theme, subtitle use, cultural bias, video duration and   other factors on the emotional distance of Chinese and foreign audiences   based on the Hook Model. The results show that short videos with interjection   sentence titles in Chinese and English can improve the emotional scores of   Chinese and foreign audiences. The soft and emotional background music has   the greatest influence on the emotional score of foreign audiences, while the   cheerful background music of the ancient style has the greatest influence on   the emotional score of Chinese audiences and the emotional distance between Chinese   and foreign audiences. Traditional craft videos significantly improve the   emotional score and emotional distance of Chinese and foreign audiences.   Adding subtitles significantly reduced the emotional score and emotional   distance between Chinese and foreign audiences, while the effect of video   length was not significant.

   




Authors
  • Xue Gong

    School of Journalism and New Media, Xi'an Jiaotong University

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