Research On The Characteristics And Existing Problems Of Rural Scenes In Rural Short Videos

At present,the short video industry is in a state of rapid development.Rural short video is an important branch of short video and has a status that cannot be ignored.However,compared with the research on urban short videos,the academic circles are less concerned about rural short videos.What are the characteristics of rural landscapes presented in rural short videos?What are the deficiencies? What is the reason behind it? How to improve? These are urgently needed to respond to the academic community and the industry.This article will focus on the above four issues,through the selection of ten publishers on the short video platform "Watermelon Video",a total of about 550 rural short videos for centralized analysis,combined with framework theory,agenda setting theory,etc.research.The study found that,on the one hand,the development of rural short video shows a lot of wide-spread communication,the platform function is getting better,the video creation and account operation are gradually mature,and the enthusiasm of user participation is rising.But on the other hand,There are negative phenomena such as uneven quality,serious homogenization of the subject matter,excessive entertainment,and ignoring the complexity of reality.Based on this reality,the author tries to reveal the above problems from the limitations of the short video itself,the marketing orientation of the platform "user-oriented",the limitations of the creators themselves,the impact of user demand on video production,and the background of consumerism.Causes.It also gives specific measures and suggestions from the perspectives of government regulatory policy guidance,platform strengthening responsibility awareness,publishers maintaining industry ecology and users improving media literacy.It is expected to contribute some thoughts on the development of rural short video.