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| A Semiotic Interpretation of Chinese Culture Transmission ——A Case Study on Li Ziqi Contents Chapter Ⅰ Introduction2 A.Research Background2 B.Significance of Research3 C.Research Plan3 1.Research Method3 2.Layout of the Thesis4 Chapter Ⅱ Literature Review4 A.Saussure’s Semiotics Theory4 1.An Overview of Saussure's Semiotic Theory4 2.The Signified Layer and the Signifier Layer5 B.Social Media and Intercultural Communication6 1.Concept and Evolution of Social Media6 2.Research Framework of Communication Effect7 Chapter Ⅲ Case Analysis: Li Ziqi8 A.Symbol Cognition Based on Chinese Traditional Culture8 B.Analysis of Communication Effect Based on Semiotics Theory9 1.The Performance of the Signified Layer10 2.The Performance of the Signifier Layer11 C.Analysis Findings and Suggestions12 1.Analysis Findings12 2.Suggestions13 Chapter Ⅳ Conclusion14 A.Summary of Research Findings14 B.Limitation of Research15 C.Implications for Further Research15 References15 A Semiotic Interpretation of Chinese Culture Transmission ——A Case Study on "Li Ziqi" Abstract With the continuous development of the Internet, Web2.0 has brought us a new era of international social media, which provides a more diversified and efficient way for intercultural communication. As a well-known Chinese media person, Li Ziqi's success in You Tube platform has aroused widespread concern. Based on Saussure's semiotic theory and communication effect framework, this paper attempts to make a semiotic interpretation of Li Ziqi's video to explore her strengths in cultural communication and finds that Li Ziqi's techniques in the selection of materials, the transformation of language and the transmission of values etc. are worth learning, and thus draws the enlightenment: short video producers should pay more attention to the selection and transformation of video materials, language, pictures and values, cater to the audience's cognition, reduce the conflict of cultural values, so as to improve the effect of cultural communication. Key words interculture; social media; communication effects; symbols 摘要 随着互联网的不断发展，我们迎来了Web2.0时代。它的出现为我们带来了全新的国际社交媒体，也为跨文化交际提供了更加多样化和高效的途径。作为中国知名媒体人，李子柒在油管平台的成功引起了国际社会的广泛关注。本文以索绪尔的符号学理论和传播效果框架为基础对李子柒的视频进行符号学解读，并探讨了李子柒在文化传播中的优势所在。研究认为李子柒在选材、语言转换、价值观传递等方面的技巧十分值得借鉴，并由此得出启示：短视频制作者应更加注重视频素材、语言、画面和价值观的选择与转化，迎合受众的认知，同时减少文化价值观的冲突，从而提高跨文化传播的效果。 关键词 跨文化；社交媒体；传播效果；符号 |
