BCM241 – 站点标题

BCM241 My DA and Research Report

Background Research：

Culture is the soul of a country and a nation. If culture thrives, the country will prosper, and if culture is strong, the nation will be strong. The current world pattern is an all-round competition based on cultural soft power. As an important matter concerning the national economy and the people’s livelihood, diet can reflect the state of economic development, cultural level and civilization of the country. The Chinese food culture is broad and profound, which is an important part of the Chinese culture, and also has a significant contribution to the global food culture. Chinese food culture, with its unique regional and diversity, has influenced generations of Chinese people as well as the whole world. Therefore, my DA is to promote the spirit of Chinese food culture in Australia through Chinese food.

How does my DA contribute to the niche?

The problem to be solved in this project is that I believe that people in many countries know a lot of Chinese delicacies, but they do not know the historical stories behind each dish. So I hope that in my DA, I can let everyone deeply understand the history and culture conveyed by Chinese food by explaining the practices of each familiar Chinese dish and the background stories of each dish.

So I want to share an account of YouTube video, which is called “China on the Tongue”. As a disseminator of Chinese food culture, I believe that the combination of video and text can more vividly show the culture and Chinese food I want to inherit. I hope that everyone in the Chinese food culture can see clearly the food production process and the cultural stories behind it, so I will quote professional food videos on YouTube, like the food program “China on the Tongue” of the Chinese media, and then attach my text interpretation on Twitter, so that people in Australia can systematically understand the food and food culture mentioned in the videos. I think it is very helpful for them to understand Chinese food culture and compare food cultures of different countries.

This TV program has three seasons in total, and I chose the content of the first season. It will introduce more representative Chinese cuisine and its cultural background stories.

Summary of my relevant academic research：

1:The film is a series of short stories from all over the world, from matsutake in Yunnan, to winter bamboo shoots in Suichang, Zhejiang, to lotus root in Hubei, fish head in Jilin, Nuodeng ham in Yunnan, and fishing teams in Hainan. Each story is very short, but it is very living. It is hard to get food materials, which is enough to show that this tip of the tongue can be compared to a knife: I know for the first time that lotus root is such a manual food material, The lotus root digging staff must touch and wash them one by one; Guangxi is still Hainan. I forgot that there are only 5 people who can fish on stilts; Every time you dig a piece of matsutake, you have to walk more than one kilometer~
The film also conveys an idea about the relationship between man and nature. How to do it for a long time? People who are closest to nature originally know it best. They pick matsutake without destroying the mycelium; Dig the winter bamboo shoots, but don’t dig their roots, catch the winter fish, but don’t forget to let the young fish escape from the net, and at the same time continue to put the fry of the next year. Some people understand why villagers and mountain people in ancient and even modern times would sacrifice for some things, not because of superstition, but because of their gratitude to nature.

2: This episode is called the story of staple food. Maybe it is precisely because staple food is closely related to our daily life and we eat it every day. So when I watch this episode, I have a special feeling. I always unconsciously think of the stories when I eat this staple food~Yes, I finally remember the order of Chinese cereals: rice, millet, millet, wheat, and beans~
When the yellow steamed bun in the title came out, it was actually hungry. It was also the first time to see clearly that the yellow steamed bun was made from millet in the grain. Because of its drought resistance, it naturally became the main food on the Loess Plateau. The old Huang family in Suide County starts to make these steamed buns every winter. They can make 15000 steamed buns. After one winter, they can earn 8000 yuan by cutting the cost. The price they get in the county is one yuan. Maybe one day when I go to a county and see an old man selling yellow steamed buns, I will not hesitate to buy some~
Then came the Nang in Xinjiang. As the staple food of Xinjiang people, I, a southerner, only used it as a substitute for the staple food I occasionally tasted. It was really different in cultural regions and brought different feelings. But the aroma and crispness of the Nang made me drool on the spot~
In addition, it is said that Lanzhou people begin to eat a bowl of Lanzhou beef ramen in the morning. When I watch the scene of people queuing to eat ramen in the film, I really feel that everyone treats this matter as pious as a pilgrimage~
Then came the fine noodles, river noodles and wonton in Guangzhou, the meat buns in Xi’an, the rice noodles in Guangxi, the saozi noodles in Qizhou, Shaanxi, the rice dumplings in Jiaxing, the rice cakes in Ningbo, and the dumplings at the year-end feast. Although the last three can be said to be not far away from my life, I really dare not underestimate their status in our life when the documentary tells them in a serious and serious manner, One is to commemorate the ancient people thousands of years ago. The last two are to commemorate the New Year tradition. Really, the culture behind the food must not be underestimated, especially in China.

3: Transformed inspiration
Personally, the main character of this episode is soybean. From bean curd balls, soybean milk, tofu, to raw tofu, tofu brain, all of them are derivatives transformed from soybean. If you think about it, tofu is really a magical food material. It is really unique for China’s long history, not to mention South Korea and Japan, which are not the same in Europe and the United States. Perhaps today, when foreigners think of tofu, They will naturally hook up with vegetarians and show their disgust and disgust from time to time, but they never know that they have missed such a delicious food~
When I saw the hairy tofu in Xiuning, Anhui, I couldn’t help recalling the strong tofu flavor I once tasted in Tunxi, Anhui. I sighed that if the eldest daughter in the film didn’t inherit her mother’s skill of making hairy tofu, how many non-material heritages like this are losing~
There are also milk fans in Dali, Yunnan, milk tofu in the grasslands, rice wine and soy sauce products in Shaoxing, and pickles in the northeast. When recalling the ingredients that have been transformed by mold, microorganisms and time in the film, I can’t help but drool.

4: The taste of mountains, the taste of the sea~The title of this episode is obvious. It talks about the food produced under the action of time~From pickles, to sausages, as well as tofu, laver, drunk shrimp, drunk crab, salted fish, ham… All can see the traces of time. The introduction of the film is out of order, jumping from one place to another. It is still in Yunnan. In a flash, it is illogical to Shanghai, Beijing, Inner Mongolia. In addition, The food consultant who occasionally saw the film was Mr. Shen Hongfei from the mainland and Mr. Cai Lan, the famous Hong Kong gourmet. They were still a little confident about the food mentioned in the film. In fact, from the perspective of shooting scenes, they saw many effects of delayed photography, which must be said to be very commendable. Especially in documentaries, they also saw many beautiful scenes that are not easy to notice.

5: I saw a lot of delicious food brought by cooking methods, such as pipa meat stewed in black pottery pot, steamed chicken in Yunnan steam pot, steamed whole pig at Guangzhou Village Feast, plain goose fried by Yangzhou chef, boiled lion’s head in clear soup, new style West Lake vinegar fish cooked by chef who is good at making innovative dishes, sea cucumber braised with scallions by chef Dong, fried grapefruit skin wrapped meat by Hong Kong mother-in-law, from all over the world
I also love cooking. My humble understanding of the kitchen secret is that the kitchen’s cooking tools and cooking skills have deepened a bit. The heart of cooking food specially for relatives and friends is also a magic weapon. Just like the teacher Zhou in the cooking school, when eating the dishes specially prepared by her daughter at home, she never evaluates her daughter’s non professional cooking ability with a professional eye, Because the heart has already made this meal very delicious.

6: The logic of this episode can be said to be quite simple and clear. From the five flavors to the conclusion, the harmony and balance of the five flavors are not only the way for chefs to cook food, but also the way for Chinese people to do things, and even the way to govern the country and the world. In fact, although this sentence is the end, it can be said more deeply and deeply. In fact, just this episode, we should be able to understand the Book of Changes and life, but we should also be the only Chinese, Just a simple meal, you can think so deep and far.

7: This episode follows the previous style. From Guangxi ethnic minority compatriots who plant glutinous rice in terraces deep in the mountains to Dalian “Zhangzi Island” divers who catch rich sea cucumbers, scallops and sea urchins, it gradually transited to the growing up plan of Lake Crab Little Mother in Huzhou and Chongming Island, and then flew to the roof of the world with a sudden leap, telling about the friendship between highland barley and people in this land, Then it went south again, referring to the taro field in Xinghua, Jiangsu, and finally ended in the birth of a small aerial courtyard in Beijing from scratch. In fact, whether it is a gift from nature to human beings or an artificially cultivated vegetable garden, our fields can be ever-changing, like terraced fields, like the sea, like rivers and lakes, like plateaus. But only if we human beings have a heart of awe and gratitude for nature can we balance with the great nature and coexist with nature.

When I finished my DA, I found few people willing to browse and interact. Even some local Chinese in Australia will watch my program. This makes me confused. What’s the problem? I summarized three reasons.

1:The most obvious advantage of the text is that you can let the reader imagine what will emerge in black and white? This depends entirely on the readers’ own thinking. It can be said that the text, with its own characteristics, makes the article want to convey something, which adds a layer of readers’ own understanding to the author’s thinking. But the disadvantage of words is also very obvious, that is, intuitive feeling.

2:Westerners value science in diet. The emphasis on science is on nutrition. Therefore, the western diet takes nutrition as the highest criterion. Eating is like adding fuel to a biological machine. In particular, it pays attention to the nutritional composition of food, whether the content of protein, fat, carbohydrate, vitamins and various inorganic elements is appropriate, whether the supply of heat is appropriate, whether these nutrients can be fully absorbed by the eaters, and whether there are other side effects.

3:Many local Chinese restaurants in Australia have made a lot of changes to cater to the local tastes, but they also lost the original meaning of Chinese food. I think it may be possible to add food narrative and video interpretation to change some of the original Australian misconceptions about Chinese food.

Reference list：

http://www.meichubang.com/web/201707/214429.html

https://sites.google.com/site/chinasbite/documentary-of-a-bite-of-china

Chinese Food Cultural Profile

https://www.chinahighlights.com/travelguide/chinese-food/

Video link：https://youtu.be/6B-QJDvUgXk

BCM241 blog4

The integration of new media communication and people’s life style, under the previous traditional life style, food only appeared in specific occasions such as three meals a day. After entering the new media, the spread of food culture involves many aspects – not only the traditional food content such as food ordering, food shopping and food recipes are transferred to the APP. More cultural and entertaining We Media platforms such as food tourism, food culture and food tasting have emerged. Mobile Internet and intelligent terminals enable new media to fully participate in the mass lifestyle: they not only break the temporal characteristics of food, but also enable food culture to migrate from the “tip of the tongue” to the “tip of the finger”, and infiltrate and integrate food and beverage into all aspects of life. At the same time, the mobile Internet has also promoted the rapid commercial popularization of mobile devices represented by smart phones. Therefore, the mobile terminals in the “post lingual era” show the characteristics of both fragmentation and instantaneity. Fragmentation is mainly manifested in the following aspects: diversification of information sources, multi-dimensional communication channels, and fragmentation of information content – all links are characterized by “decentralization” or “deconcentration of authority”. In addition, the emergence of micro video can integrate with text information, graphics and text to achieve rapid transmission based on micro flow. Smart mobile terminals enable the audience to get rid of the restrictions of time and space, but also make the time for the public to receive information fragmented: the production, release and reading of fragmented information has become the current normal. The communication effect of mobile instant is highlighted. Since ancient times, China has a sense of identity that “food is the most important thing for the people”. For most Chinese, “eating” is not just a kind of material existence, but also contains the thoughts and philosophies of Chinese people when they know and understand things. The documentary series “China on the Tongue” uses food as the medium to tell the story of people and people, people and nature, and vividly demonstrates Chinese art and culture. Professor Zhao Rongguang, an expert on the history of Chinese dietetic culture, once pointed out that “a comprehensive understanding of a nation’s dietetic culture means a certain understanding of that nation’s history; conversely, only a comprehensive understanding of a nation’s history can make a comprehensive understanding of that nation’s dietetic culture possible.” Therefore, for the Chinese people, diet is not only the memory of taste buds, the memory of relatives, and the taste of hometown, but also shows the hard-working and simple concept of survival of the Chinese people. It also brings many aspects of cultural heritage such as ideas, concepts, rituals, and ethics to the Chinese nation. Since ancient times, food culture has always maintained a positive cultural image and profound cultural identity in China. The new media communication has the communication function carried by various media carriers, which has a wider coverage and goes deep into the daily life of the audience. The communication of the multiple media functions of multimodal media communication enables the audience to have a deeper and interactive understanding of food culture. In the new media communication of food culture in the “post tip of the tongue era”, the communication subject should think about how to combine the traditional paper media, television media, film media and PC and mobile media under the new media to build a multi-modal network communication interaction system of international communication.

In my DA, I will also explain and discuss the specific examples and phenomena of Chinese food culture in Australia, which shows that with the continuous strengthening of foreign exchanges and cooperation and the spread of network culture, foreign food culture also continues to flow into China, which has a profound impact on the diet of the young generation. Under the influence of foreign folk festival culture, people are more willing to try foreign restaurants with exotic customs. Foreign fast food and foreign food have become a popular trend among young people. In addition, the overall culture of the society is not confident, and foreign food culture continues to affect or change the life of contemporary Chinese. Facing the impact of foreign food culture, it should not be a strategy of exclusion and resistance, but should consider how to base on China’s own food culture tradition, tap the characteristics of its own food culture, and enhance its competitiveness. To lift.

It is hoped that Chinese food can make Chinese people in Australia feel proud of their own food culture and consciously spread Chinese food culture, which can reflect the soft power of the Chinese nation’s big culture.

Reference list：Chen Q. (2015b) ‘An investigation of the role of food tourism in promoting Chinese regions’, PhD thesis, Plymouth University, Plymouth.

https://journals.sagepub.com/doi/full/10.1177/1468797619888305

Video link：https://youtu.be/2PwkOHp-4r8

BCM241 Blog3

This is a blog I observed, because he and I choose the same theme, Chinese food, and he is also from China, so I think we can compare with him to learn from each other. The comment I wrote after reading his pitch is that the clear logic of the selection of special food and the subsequent development is very attractive. What I can feel from his article is that he is very clear about his DA management. He will classify and plan every stage of his own things, and improve his DA according to different time periods, which is completely absent from my content. The difference between what he said and what I said is that he introduced the characteristics of food, which means that his content is more clear about the origin, history and culture of food, and I prefer food practices and food choices that meet the public taste, which means that the food he introduced is more comprehensive, more professional and perfect. I agree with one point in his article. He emphasizes that his works will strictly abide by the national consciousness and give Chinese students studying abroad a sense of belonging. He not only simply publicizes our special Chinese food, but also deepens the theme and promotes our unique culture and sense of unity through Chinese food, He also hopes to have cultural exchanges with people from different countries through food. This high-quality cultural heritage and profound theme make me think that I should focus on showing it later. For my later works, I hope to learn his writing mode, not only from the practice and culture of Chinese food, but also through this way to show the wisdom of our Chinese nation on life and sublimate the theme. I will also clearly define and list the phased tasks at different stages. I also want to express the inheritance and development of featured food more specifically and profoundly. He also mentioned that the publicity should be carried out in a way that is acceptable to the public. I will also think about and come up with a more interesting and highly heritable way to let everyone remember Chinese specialties, which will also be very helpful for the later completion of DA.

However, there are also some shortcomings in his blog, which I will take as a warning. He did not put text references and links in his works, so this makes it difficult for readers to visit and is not professional. Although the information in the promotional video is not particularly complete, the content in the text can also make up for the defect of incomplete information in the video. I will also synchronize the video and text information, so that no error will be caused. In general, I think his works are very successful, and he should be proud of his works. I will also continue to work hard to improve my shortcomings, so as to finally hand over a perfect work, so that Chinese food can be carried forward.

Video link：https://youtu.be/4e2aymNnLgc

BCM241 Blog2

I use a new media operation mind mapping method. First of all, we need to use major network platforms, such as tiktok, YouTube, instagram and Facebook. They are much more convenient and fast than traditional TV and magazines. Its cost is very low. With its rapid development under the Internet network, as long as good works are published on these new media platforms or vigorously publicized, it can have a great impact and spread widely. Then it is more targeted. We can search out my products, that is, Chinese food, in these software, and we can find our precise customer groups in these browsing with simple keywords. Finally, it is diversified. We can promote and promote it by uploading videos, short articles or blogs, so that the public can learn about our products in different ways.

Most social media advertising models operate on a pay per click (PPC) or pay per view (PPV) basis, which means you only need to pay when someone clicks on your ad or watches your video ads. As a result, you can keep advertising costs low and pay only when someone takes action.
According to Wordstream data, the average click cost of Facebook ads in all industries is $1.68, of which the food and beverage industry is the cheapest, with an average click cost of $0.42. Because the average cost per click is so low, advertising on social media can really be an effective way to promote marketing without consuming a budget.

The second is the precision model. We need to find customers who are interested in our products to determine whether our product promotion is accurate. My topic is Chinese food, so most of our accurate customers are family members responsible for cooking and students. Then we need to make clear whether the food we promote conforms to their operation level and the food they are interested in, so that our products and publicity can quickly and positively get public feedback, and will not cause a situation where no one cares.

Social media advertising can help your business generate more transformation. In fact, 27% of the people surveyed in the Digital 2020 report said they found new brands and products through social media advertising.
There are several ways to improve conversion through social media advertising. Advertising platforms such as Facebook Ads Manager and LinkedIn Campaigns Manager allow you to design detailed audience targeting indicators for advertising campaigns. By doing so, you can ensure that your social media ads cover people who may be interested in what you say or offer.
But this is not the only way that social media advertising can improve conversion rates. By setting up a redirected social media advertising campaign, you can also cultivate enthusiastic prospects and encourage them to rejoin your business.

The last is the operation of the event. We chose two aspects. One is mutual promotion. In these traffic platforms, we publish good works that may not be visible to everyone, so we can use their power to promote our works among those who can pay attention to our works, saving space for us to occupy public resources and improving our efficiency. Secondly, we can promote our food content, rich history and culture, as well as the cooking process through soft text. This can be more detailed and more convenient for the customer group, making our products more professional.

Reference list：https://www.idcomms.com/advantage/designing-effective-media-operations

7 advantages of social media advertising for your business

Video link：https://youtu.be/xpNVyijpfPs

BCM241 Pitch

For my media niche, I will use the survey feedback method to promote my da. Before making and uploading the video, I will divide the region, taste, population and even history of the Chinese characteristic food I want to promote into several regions through an electronic survey form, and then select the Chinese characteristic food I will display in the blog and its practices and history through your choices and the information feedback from the form. In this way, I can clearly know that people are interested in those special foods and can determine the number of my customers. This is what I want to know and understand. In addition, I will also read people’s comments on Chinese restaurants and Chinese food on zomato to explain the Australian people’s views on different Chinese food and the confusion caused by the difference in taste. After all, there are great differences between Australian Chinese food, Chinese restaurants and Chinese local restaurants. Different practices and the different eating habits of people in the South and north can create different cuisine and tastes. I will certainly answer your questions about Chinese food from the most objective and impartial angle. I also want to see if you want me to explain Chinese food in a humorous way or in a serious and heavy tone when I explain Chinese food. As far as the schedule is concerned, with sufficient time, my goal is to make three dishes every week, and then clearly explain and upload the history and culture of the three dishes so that everyone can choose the dishes they are interested in. My idea of Da comes from the long history of Chinese cuisine. There is an old saying in China that “food is the most important thing for the people”, which means that food is the most important thing among the Chinese people. In addition, I think Australians may not understand Chinese food so thoroughly. Maybe they only know the taste of this food but do not understand the story and development of this food, Through youtube, I have found many food bloggers explaining Chinese cuisine. For example, each video in taste life explains the special cuisine and practices of people in Guangzhou, China. I hope that they can combine with each other to add my historical stories about each Chinese cuisine and show Chinese cuisine to everyone more completely.

Reference list：

https://www.google.com/amp/s/www.onedesk.com/survey-feedback-benefits-and-challenges/%3Famp%3D1

https://youtube.com/c/%E7%BE%8E%E5%91%B3%E4%BA%BA%E7%94%9FTastyLife

https://www.topchinatravel.com/china-guide/history-of-chinese-cuisine.htm

Video link：https://youtu.be/60udk89o9z4

Chinese food

The media theme I want to choose is Chinese food. In China, there is an old saying that “food is the most important thing for the people”. This means that food plays a leading role in our Chinese society and is also the most important link. Chinese cuisine has a long history, exquisite technology, rich varieties and unique style. Due to the different regional distribution and the different environment of the region, eight major cuisines have evolved. Sichuan cuisine, Shandong cuisine, Guangdong cuisine, Jiangsu cuisine, Zhejiang cuisine, Fujian cuisine, Hunan cuisine and Anhui cuisine. Chinese cuisine stresses color, aroma, taste, meaning, shape and nutrition. Color: refers to the color of dishes, which is an organic combination of the natural color of raw materials and the color of ingredients. Sometimes, it is set off with some green vegetables, tomatoes, onions, etc., in order to achieve a better visual effect.
Aroma: refers to the aroma of dishes, including the aroma of Qi and bone.
Taste: refers to the taste and taste of dishes, and is the soul of dishes. It is the organic combination of the main ingredients and condiments of dishes and different cooking methods A dish that is suggestive or meaningful
Shape: in fact, shape is gradually separated from color, mainly focusing on the shape and decoration of finished dishes;
Nourishment: medicine is better than food. Food can nourish people. It is important to fully reflect the nutrition of food and to reasonably match meat and vegetables. Chinese cuisine has a great influence not only in China but also in the world. Chinese cuisine is also known as one of the three major cuisines in the world. The other two cuisines are French and Turkish.The audience of Chinese food should be the whole world. With the gradual development of China, the development of Chinese cultural customs and food in the world is very rapid. It has had a great impact in Australia alone. Chinese have been planting vegetables in Australia for more than 100 years. In the middle of the 19th century, the first group of Cantonese who came to live and settle in Australia brought Cantonese food to Australia. Since then, Chinese dim sum has set off a wave in Australia. In 1945, William wing young, a Chinese chef, invented dim sum dim sum. Many local Australians went to Chinese takeout shops to buy dim sum. With the development of time, many Chinese restaurants adapted to the tastes of local Australians were opened in Australia. Since then, Chinese food has gradually become popular in Australia.I will show different Chinese dishes in the next Da, then accept the origin and development of each Chinese dish according to its name and region in China, and then introduce the practice of each Chinese dish in detail, so that we can better understand the development and history of Chinese cuisine. In addition, the significance of each region for each different Chinese dish is also a way to promote Chinese cuisine. Let everyone gradually understand Chinese food, love Chinese food, and be able to cook Chinese food.

Reference list：http://www.chinesefoodhistory.com/

https://www.google.com/amp/s/theconversation.com/amp/from-lurid-orange-sauces-to-refined-regional-flavours-how-politics-helped-shape-chinese-food-in-australia-150283

The video link：https://youtu.be/B8ZihQcflS0