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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
ZHANG Wei-jie
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DOI:10.17265/2159-5836/2025.04.007
Wuhan University of Technology, Wuhan, China
In the wave of internet culture, short videos have become an indispensable medium for social communication. The metaphorical hot words contained within them serve as a unique linguistic phenomenon that leads topics and focuses attention, greatly enriching the expressive layers and rhetorical charm of short videos, and significantly enhancing the video’s theme orientation and emotional identification. This research aims to explore the relationship between the use of metaphorical Internet buzzwords in short videos and the thematic and emotional orientation. The study adopts a combination of qualitative and quantitative methods, taking 10 videos with over 10,000 likes posted by a well-known blogger on Xiaohongshu in 2024 as the research object, transcribing the text, forming research corpora, and conducting multi-dimensional cognitive analysis on them. The study shows that about half of short videos contain metaphorical hot words. Different types of metaphorical hot words can trigger different emotional reactions from fans, especially humorous metaphorical hot words that can stimulate fans’ emotional identification and resonance. In addition, in terms of fan participation, videos using metaphorical hot words tend to attract more fan attention than those that do not: these videos not only attract more fans to watch and like, but also trigger more comments and sharing behaviors. In summary, short videos cleverly use metaphors to create internet hot words, significantly enhancing the video’s thematic guidance and emotional resonance, manifested in creating popular topics, clarifying guiding themes, enhancing content attractiveness, and stimulating strong emotional identification, thereby promoting interactive behaviors such as likes and shares. These findings provide a reference for research in related fields such as metaphor, communication studies, and sociology.
short videos, internet hot words, metaphor, theme orientation, emotional identity
Journal of Literature and Art Studies, April 2025, Vol. 15, No. 4, 310-316
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