Research On Short Video Communication Phenomenon In The Field Of Agriculture,Countryside And Countryside From The Perspective Of Innovation Diffusion

In 2015,short videos about agriculture,countryside and farmers gradually appeared in front of the public.Since the development of such short videos,the content has changed from chaotic themes such as "self-abuse" and "killing Matt" to interesting and warm ones.Short videos in the field of agriculture,countryside and farmers are different from the media that displayed the information of agriculture,countryside and farmers before.Their innovations in form and content make them continuously accepted and adopted,and also profoundly affect the audience and society.With the help of innovation diffusion theory,this paper explores the phenomenon of short video transmission in the field of agriculture,countryside and farmers at present.With innovation itself,channels,audiences and social environment as the breakthrough point,this paper conducts research through literature research,questionnaire survey and unstructured interviews.This paper is divided into five chapters.The first chapter is the introduction,which elaborates the background,purpose and significance of the research,summarizes and analyses the relevant literature,and proposes that innovation diffusion theory has certain adaptability to the diffusion and dissemination of"short video in the field of agriculture,countryside and farmers".The second chapter combs the three rural areas from the diffusion process,content composition and cognitive attributes of the short video innovation itself.The third chapter analyses the channels of diffusion,that is,short video in the field of agriculture,countryside and farmers can be known to more audiences by means of new media technology and interpersonal communication;the fourth chapter analyses the different audiences'acceptance of short video in the field of agriculture,countryside and farmers and the reasons why audiences watch the video;the fifth chapter explores the significance and problems of such short video in the diffusion and dissemination.The results show that,in the process of diffusion and dissemination,short video in the field of agriculture,rural areas and farmers has a good trend under the dual factors of media technology and audience demand,and is gradually favored by the audience and capital.The emergence of such short video not only weakens the dual structure of urban and rural culture,but also improves the image of rural areas and promotes rural economic development.But at the same time,there are still some problems,including the disseminator level,content level which can be used for reference for the later development of short video in the field of agriculture,rural areas and farmers.