Research on National Image Construction and Communication Strategy of Official Media Short Video from Multi-modal Perspective: -- Take People's Daily's Tik Tok Report on the COVID-19 Outbreak as an Example

Jiatong Hu; Yintong Zhu; Zhuo Yu; Jiadi Zeng; Kangkang Shang

doi:10.62051/tyvt1z69

Authors

Jiatong Hu
Yintong Zhu
Zhuo Yu
Jiadi Zeng
Kangkang Shang

DOI:

https://doi.org/10.62051/tyvt1z69

Keywords:

Multi-modal; Short Video; National Image Construction; Communication Strategy.

Abstract

With the continuous change of media and information technology, electronic media integrates verbal signs with non-verbal signs, and the mode of information transmission has evolved from a single text discourse mode to a multi-modal discourse mode. In addition, as a new multi-modal communication mode, short video is widely used by mainstream media as a communication tool. In the fierce international competition, how to construct national image through official media short video is a problem that needs to be clarified and solved. Therefore, from the multi-modal perspective, this paper selects the short video of People's Daily Tik Tok account to deeply analyze the change of communication mode and the construction of national image with the development of The Times, and explores communication strategies conducive to the construction of national image.

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