การศึกษากลวิธีการนำเสนออาหารยูนนานผ่านช่อง “เตียนซีเสี่ยวเกอ”*

Abstract

Abstract

This article explores the presentation strategies of Yunnan cuisine featured on the YouTube channel “Dianxi Xiaoge,” a globally popular platform with over 11.7 million subscribers. The objective of the study is to analyze the methods employed in presenting Yunnanese food through this channel using qualitative research. A total of 326 video clips released between 2018 and 2024 were analyzed through a content analysis framework. The findings reveal that the channel consistently develops its strategies in terms of video length, title formulation, and the number of dishes featured per video. The content aims to convey the cultural identity, lifestyle, cuisine, and natural beauty of Yunnan Province through emotionally resonant and inspirational storytelling led by the main character, “Ms. Dong Meihua.” The presentation techniques used by “Dianxi Xiaoge” demonstrate a strong capacity to engage audiences across different cultural backgrounds. Furthermore, the channel contributes to knowledge sharing, inspiration, and the preservation of local cultural heritage. The study’s findings can be applied in designing and producing digital media that emphasizes cultural communication. They may also serve as a guideline for developing communication strategies that promote cultural tourism, enhance the global image of local cuisine, and present local identities to the international stage.