A Study of the Construction and Communication Strategies of China’s International Discourse in the Context of New Digital Media —A Case Study of Li Ziqi

Under the background of new digital media, the development and dissemination of short video in China is in full swing. Li Ziqi’s short video is good at spreading Chinese traditional culture and makes important contribution to the construction of China’s international image. Li Ziqi’s retirement and comeback as the top tier is worth discussing. Her success is due to high-quality and scarce content with idyllic life as the theme, international communication power that is widely welcomed internationally, strong personal image and aesthetic form that is full of colorful Chinese culture and so on. Therefore, the construction and dissemination strategy of China’s international new media discourse has become rich and diversified, gradually cooperating with the theme to get further optimized.