External Communication Effect of Short Video of Chinese We-media -- Take the Topic of Chinese Food Culture on YOUTUBE as an Example

Under the tide of information globalization, short video has been warmly sought after by netizens from all over the world for its characteristics of integrating image, music, sound, picture and other expression techniques. Short video social media, represented by YouTube, not only opens up a new way for cross-cultural communication, but also puts forward new challenges and requirements on how to tell Chinese stories well. As a unique cultural symbol, food can effectively break the barriers of cross-cultural communication, so that audiences from different cultural backgrounds can resonate. Chinese we-media short video creators show the color, aroma and taste of food from multiple angles, drawing a seductive map of Chinese food for netizens, so that audiences around the world can appreciate the charm of Chinese food. This paper uses the literature research method and case analysis method to study the communication of Chinese food culture on YouTube, hoping to explore the narrative characteristics, narrative commonalities, strategy effectiveness and external narrative effects of Chinese food culture communication, and actively promote the external communication of culture. The research results show that the influence of publishers must affect the popularity of videos to some extent, and short videos with high-quality content that emphasize the universal value of culture and emotion and convey positive emotions can improve the effect of international communication.