Research On Rural Scene Presentation In "Kwai" Short Video

With the decline of video production threshold,the popularity of mobile terminals,and the improvement of network speed,the short video of the network has ushered in rapid development,and has become one of the important platforms for Internet users to acquire information and social.Take "Kwai" video platform as an example.As of December 2018,its user's single-day activity value reached 160 million,and the number of short-term video uploads exceeded 15 million.The short video of the network has developed into a cultural phenomenon involving all citizens..This paper takes the rural scene displayed in the short video of "Kwai" as the research object,and studies the media presentation of the daily life of rural short video user groups.Through text analysis of 110 video samples in the fast-hand short video involving rural scenes,it is found that the content of the rural scene in "Kwai" short video is mainly concentrated in three aspects:beautiful countryside,vulgar village and daily scene.The beautiful villages mainly include three aspects:property and food,rural beauty,and rural folk customs.The vulgar villages mainly include three parts:the weird funny,the earthy sitcom,and the rural "non-mainstream" performance.In the daily present of the village,it mainly includes two major parts,daily labor and daily life scenes.This paper also analyzes the reasons for the "Kwai" video rural scene from the three aspects of media technology boost,audience psychological demand enhancement and economic benefit drive.In terms of media technology,the simple operation of short video media makes it possible for rural users to record rural scenes in short video format,but the recommendation mechanism of short video platforms has also led to the convergence of video content involving rural areas.In terms of the psychological needs of the audience,the psychology of acquiring information and knowledge,the psychology of strengthening identity,and the psychology of entertainment and hunting have made the video of knowledge,involving local feelings and vulgarity and curiosity exposed to the public.In terms of economic interests,rural fast-moving users are stimulated by new profit channels,and many rural youths are beginning to find new life possibilities in"Kwai",which makes short videos recording rural scenes increase in audience size and attention;short video platform for the purpose of profitability,lack of supervision,there is an alternative expression of the rural landscape.Finally,in view of how to present the rural scene in short video,this paper puts forward suggestions and countermeasures from the aspects of subjectivity of rural online celebrities,audience media literacy,and short video platform.Under the influence of multiple roles of rural online celebrities,improving the media literacy of rural audiences,increasing the control of short video platforms,and promoting the development of offline rural areas,the rural scenes in "Kwai" video will be more realistic and rational.The village will also benefit from it.