Analysis of Phenomenon of Tianshui Malatang's Soaring Popularity from a Multimodal Perspective

Abstract: Contemporary communication studies show that short videos, as the most important form of information dissemination today, have a more multidimensional and immersive communication effect compared to traditional print media and other channels. Since this information medium inherently contains numerous social symbols with expressive characteristics, this paper will analyze the short videos that led to the viral phenomenon of "Tianshui malatang" based on Kress and Leeuwen's visual grammar and Halliday's theories of language as a social semiotic. This paper analyzes the phenomenon of the "Tianshui malatang" a fusion of regional tourism and local specially food that has gone virtual on Chinese short video platforms, using a multimodal discourse analysis approach. The analysis shows that the "Tianshui malatang" video enhances the sensory interaction between the viewer and the screen in terms of visual effects, and in terms of narrative expression, it leads the viewer to generate positive feedback on the video through the presentation of various elements.