Research On Media Empowerment Of Farmers Participating In Short Video Production Of Mobile Phones

With the development of communication technologies,people's daily life can be presented across time and space,where many cultural symbols such as attitudes and behaviors of their daily life have grown new meanings.The target user orientation and platform value proposition of “Kuai Shou” have attracted a large number of farmers to settle in.Through a series of actions such as posting,viewing and interacting on the online platform provided by “Kuai Shou”,farmers gradually construct an online communication space with negotiation attributes and local cultural resonance,and a cultural situation is impacting the traditional discourse expression space.This thesis observes the composition characteristics of the users of “Kuai Shou”.Utilizing the short video content of “Kuai Shou” as the first-hand material and analyzing the content of the short videos related to farmers' participation relating to the production in the new media form of mobile short video,we choose three farmers on “Kuai Shou” for online targeted interviews.Then through combining the content production of farmers for short videos with empowerment theory,this thesis analyses the production process of farmers for short videos and mechanisms of media empowerment layer by layer,and then discusses the development form of the voice right and the transformation of media identity for the farmers on “Kuai Shou”.Taking “Kuai Shou” as an empirical research window,this thesis conducts a comprehensive evaluation about the effect and significance of media empowerment.The research finds that the technology empowerment of the platform only provides farmers with more equal accesses and expression conditions than those in the traditional media periods.The mobile short video media represented by “Kuai Shou” have given farmers a new stage of self-expression,and a series of cultural symbols contained in the short videos has formed discourse power in the communication of the community and impacted the traditional urban-rural dual cultural structure.However,media empowerment is dynamicand complex,and there are also many factors affecting the empowerment including many social barriers that media technology cannot break through,such as spectacular consumption phenomenon which deepens the cultural disadvantage of farmers.Thus this thesis also explores the negative factors of farmers' participation in the production of short video content from the aspects of farmers themselves,audiences,platforms and communication process,and puts forward corresponding countermeasures and suggestions.