关键词: 模因传播, 北京冬奥会, 短视频, 情感按摩, 情感消费

Abstract: In the "era of video socialization", short videos are increasingly involved in the production and dissemination of contemporary social and cultural knowledge. During the 2022 Beijing Winter Olympics, a number of short video works of the Beijing Winter Olympics appeared on the Internet, becoming an important carrier of information dissemination, public opinion guidance, and emotional connection. These short video works "massage" the audience from the visual, psychological and aesthetic aspects, and strive to build people's new "emotional consumption mode" in the new cultural context. By interpreting the media text of the short video works of the Beijing Winter Olympic Games, this paper takes meme communication as the main research issue to explore the emotional texture, cultural communication mechanism and consumption logic behind the images, and further discusses the universal path of short video enabled sports culture communication, which will be an important topic of sports culture communication in the video socialization era.

Key words: meme communication, Beijing Winter Olympics, short video, emotional massage, emotional consumption