Xiaoxia Zhang

In the era of rapid development of short-form videos and increasingly convenient intercultural communication, short-form videos have become an important medium for the dissemination of anglophone cultural elements. They employ various types of multimodal symbols such as images, audio, text, and actions to overcome the limitations of traditional single-mode dissemination. The multimodal discourse theory holds that a discourse is composed of multiple different symbols. This provides us with a new insight for understanding how to present anglophone cultural elements in short-form videos and how they influence the audience. Despite the diverse modes of presenting Anglophone cultural elements in short-form videos, persistent issues such as superficial presentation, ineffective integration, and inadequate conveyance of cultural signification continue to hinder effective cross-cultural communication. Based on the fundamental principles of multimodal discourse theory, this paper takes some common short-form videos encountered in daily living contexts as examples, and explores the specific manifestations of Anglophone cultural elements in short-form videos from four aspects: visual modality, auditory modality, textual modality, and multimodal synergy, while analyzing existing shortcomings and providing targeted recommendations to enhance the practical relevance and applicability of the research, ultimately elevating the quality and efficacy of Anglophone cultural dissemination through short-form videos.

Multimodal Discourse; Short-Form Videos; Anglophone Cultural Elements; Presentation Strategies

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