新闻与传播评论

近年来，作为数字游民的旅行博主在世界各地拍摄的旅行视频日志在跨国视频平台涌现，形成热潮，其个人性、故事性、实用性以及跨文化性的特征吸引了广大受众。研究通过网络民族志的方法，探讨海外博主中国游视频的特征、海外影响及其向国内互联网平台的“回流”现象。研究发现：相关视频具有强烈的反差性特征，在海外展现了真实、立体的中国，促进了海内外受众的跨文化交往；国内博主的改编和搬运，促成了相关视频在回流过程中的“去语境化”和“再语境化”,改变了相关视频的内容、叙事和意义，使其更符合国内受众的偏好，出现了“再文化化”现象，在一定意义上强化了受众的文化认同，但某些改编也带来了认同权让渡等消解跨文化交流空间的不确定性。

In recent years, travel video logs shot by travel bloggers who are digital nomads have emerged in large numbers on transnational video platforms, forming a popular trend.Their individual, narrative, practical, and cross-cultural characteristics have attracted a wide audience.This study employs the method of online ethnography to explore the features of overseas bloggers' China travel videos, their influence abroad, and the phenomenon of their “backflow” to domestic internet platforms.The findings reveal that these videos exhibit strong contrasting characteristics, presenting a genuine and multi-dimensional image of China to overseas audiences and promoting cross-cultural communication between domestic and international viewers.The adaptation and re-creation of these videos by domestic bloggers have led to the “decontextualization” and “recontextualization” during the backflow process.This transformation alters the content, narrative, and meaning of the videos, making them more aligned with the preferences of domestic audiences and resulting in a phenomenon of “reculturalization.” To some extent, this strengthens the cultural identity of the audience.However, certain adaptations have introduced uncertainties—such as ceding of the right to define national cultural identity to others and cultural cocoon—that may erode the foundational space necessary for meaningful cross-cultural communication.