Research on National Image Construction and Communication Strategy of Official Media Short Video from Multi-modal Perspective

With the continuous change of media and information technology, electronic media integrates verbal signs with non-verbal signs, and the mode of information transmission has evolved from a single text discourse mode to a multi-modal discourse mode. In addition, as a new multi-modal communication mode, short video is widely used by mainstream media as a communication tool. In the fierce international competition, how to construct national image through official media short video is a problem that needs to be clarified and solved. Therefore, from the multi-modal perspective, this paper selects the short video of People's Daily Tik Tok account to deeply analyze the change of communication mode and the construction of national image with the development of The Times, and explores communication strategies conducive to the construction of national image.