A Short Video Audience Study Of "Native Flavor" From The Context Of We Media

With the development of Internet technology,especially the popularization of mobile intelligent terminal,the traditional mode of communication has been broken and enter the era of"everyone has a microphone",more and more scholars have begun to discuss the problem of We-Media discourse rights.We-Media,which makes the subjectivity of netizens has been brought to an unprecedented level.From blogs to Weibo,to WeChat and to a series of video and audio applications,the field of We-Media has become more and more rich.In the internet era,a high speed rhythm life leads to the people's pressure has soared.It is necessary to seek effective fragment time management and discharge the pressure.Mobile short video brings entertainment to the people.Mobile short video is a new form of video that is based on the background of mobile Internet technology and mobile intelligent terminal platform,which can be shooted,uploaded,viewed and shared.The technical capabilities of mobile media provide more autonomy for each audience,virtually eliminated the different levels of hierarchy,gender,and power.In some cases,this kind of production and communication will also bring mutual recognition of common values and form a game between UGC and PGC?The popularization of the Internet makes the rural We-Media gradually develop and be seen by the society again.As a cultural phenomenon which has grown up with the Internet,the“Native flavor”short video produced by the rural media has met the demand for carnival in the new era.In the short video of "Native flavor"The content is very broad,including records of daily life of farmers,sharing of practical operational skills and the display of folk customs and features in the countryside,and extreme behaviors in order to attract the eyeball.These videos are easy to shoot,the props are rough,and the scenes are natural,which is very attractive to urban netizens to watch.Some videos have also been criticized by relevant departments and media for their low content,but the popularity of the“Native flavor”video is still not reduced.In the framework of the use and satisfaction theory,this article through the method of questionnaire survey to research and analysis with the Likert scale,and learns that the audience mainly watches the Native flavor short video based on entertainment,decompression,socialization,and hunting for novelty.During the viewing process,social activities such as liking,sharing,etc.will be performed,And make people satisfied to some extent after watching.In addition,according to the principle of audience subjectivity,we explore the reasons that the popularity of“Native flavor short videos from culture,technology and profession.In the process of researching the content and use of the dissemination,it was found that the short video of Native flavor brought certain cultural and economic benefits in the process of dissemination,which helped to promote the active dissemination of rural areas and promoted the development of rural e-commerce.However,as a kind of network subculture,the vulgar content and bad information contained in the short video of Native flavor also pollute the social atmosphere.Therefore,in the future development of Native flavor short video,it is necessary to work together to guide and standardize in order to create a good community environment.