Research On Rural Culture Communication On "Kuaishou" Short Video Platform

The communication of culture cannot be separated from the media carrier.The rise of "Kuai shou" short video APP provides a new carrier for the production and communication of local culture.Rural short video firmly occupies the main position of "Kuai shou" flow,and the creators of third-tier and fourth-tier cities and vast rural areas thus get more say with the new platform.The country gradually breaks away from the narrative shackles of the city and gains the opportunity of self-expression.These short videos,which represent the aesthetics of China’s local culture,have their own patterns to follow,distinct styles and typical role settings.In this paper,"Kuai shou" short video platform was selected as the research target media,and Laswell’s 5W communication mode was used as the theoretical framework,and participatory observation method,in-depth interview method,content analysis method and other research methods were adopted at the same time.The research is conducted from five aspects,including producers of local short video,content of short video,communication audience,communication strategy and communication effect respectively.Firstly,the paper analyzes the producers from three parts,say identity background,characteristics,creation;secondly,giving quantitative analysis for the content and features of vernacular short video;then,exploring the characteristics,attitude and behavior of the audience;in the end,researching the communication strategy,and the spreading effect of local culture with the new platform.Through the combination of user and content research,we can clearly understand the production and communication characteristics and rules of local culture on the platform of "Kuai shou".It aims to revive local culture,provide impetus for rural revitalization,make local culture the background of rural civilization construction,and provide reference for the development of local culture in the new media era.