Decoding the Li Ziqi Phenomenon: The Semiotics and Mechanics of Cross-Cultural Brand Communication
DOI:
https://doi.org/10.63313/SSH.9043Keywords:
Telling Good Chinese stories, Li Ziqi, Short videos, Encoding and decoding, Dissemination mechanismAbstract
The current international communication ecological landscape is becoming increasingly intricate. Under the Belt and Road Initiative, to strengthen our in-ternational communication capacity, it is important to tell genuine and engaging stories, make our voice heard, and present an accurate, multidimensional and panoramic image of China. This paper is grounded in the analytical frame-work of encoding and decoding theory. By integrating empirical case study methods with interpretive text analysis, it embarks on a systematic exploration from three dimensions: the symbolic encoding, symbolic decoding and future dissemination trajectories of Li Ziqi's short videos. The aim is to comprehen-sively investigate how to enhance the dissemination efficacy of short videos in conveying China's stories, thereby offering constructive insights for the cross-cultural dissemination of Chinese culture.
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