Research on the Cross-cultural Communication Strategy of Li Ziqi’s Short Videos

This article takes Li Ziqi's short video as a successful case of Chinese cultural short video, and analyzes the reasons why it attracts Chinese and foreign audiences from the perspective of cross-cultural communication. According to the research, the communication content of Li Ziqi's short videos conforms to the cultural prototype common to the world; the communication symbol adopts personalized national expression; the communication discourse abandons the traditional grand narrative and adopts the modern aesthetic narrative; the communication effect satisfies the value recognition of the audience. The above four aspects together constitute the cross-cultural communication strategy of Li Ziqi's short videos, which can provide reference and reference for the cross-cultural communication of Chinese culture in the short video era.