Influence Of Identity To "Rustic Video" Media Upon The Audience's Perceived Social Equity

Over the past 40 years of reform and opening up,China's society and economy have undergone rapid transformation,and the social structure has shifted from the original indifference and classless to the the coexistence of multiple social classes.At the same time,the urban-rural gap,the gap between the rich and the poor,and other contradictions have gradually become prominent,causing some social dissatisfaction.The development of new media has provided an outlet for the expression of these contradictions and dissatisfaction.The video social software such as “Kwai”,“tik tok” and “micro-blog” is used as a platform to take the youth of townships as the main subculture phenomenon of“rustic video”.The rise will enable the bottom marginal groups to express themselves and satisfy their own cultural appeals in the mainstream vision,but at the margin they will feel inferiority,relative deprivation and strong social injustice.Therefore,in today's urban-rural gap is still obvious,it is of great significance to analyze the influence of the audience's “rustic video” recognition on social justice.This paper adopts the research method combining qualitative and quantitative,based on the theory of relative deprivation and the theory of carnival,takes the network social support as the intermediary variable,and constructs the relationship model of the influence of “rustic video” media identity on the perceived social justice.Using SPSS21.0 and AMOS21.0 to analyze 377 valid questionnaires collected online and offline,it is found that the gender,education and occupation of the respondents will affect their network social support;“rustic video” media identity affects the audience's perceived social justice through two ways:direct influence and partial mediation based on network social support.Based on this,this study proposes that we should guide and improve the status quo of“rustic video” from the government,“rustic video” media and rustic anchors,and attaches importance to and constructs an intermediary social network support to promote the overall social justice.Promote harmonious development of society.