Self Presentation Of Farmers' Image In Watermelon Video

There are a large number of farmers in Chinese society.According to the statistics of the National Bureau of statistics,by the end of 2019,there are 551.62 million rural permanent residents,accounting for 39.4% of the total population,and55.62% of the total population has rural household registration.In the era of traditional media,the right of discourse is occupied by professional media organizations,and farmers are the objects of being reported and spread.Whether it is news reports or literary works,the image of farmers is passive,even there is the problem of stigmatization.Farmers' right to speak has been ignored for a long time.However,the birth of self media provides a stage for farmers to express and present themselves,and the image of farmers has experienced the transformation from being presented to self presentation.Especially in recent years,with the development of short video platform and the reduction of technical threshold,a large number of self media people have grown up in rural areas,and become content producers from content consumers.In this process,they turn their mobile phone lens to the people and things around them,presenting the rural life and the image of farmers to the outside world.They not only gain fans and attention,but also realize the dream of becoming rich,and even promote the development of poverty alleviation in their hometown.So,what is the image of farmers spread by the three rural self media people? Is it different from the image of traditional media era? Is there a problem in the presentation process? Based on Goffman's drama theory,this paper selects 40 representative video self media people from watermelon video,analyzes 1200 videos with content analysis method,and summarizes seven types of video content and six main farmer images.Then,the author analyzes the characteristics of farmers' image from five aspects: gender,region,occupation,quality and communication behavior.The author finds that the image of farmers in the videos of self media people of agriculture,rural areas and farmers is quite different from that in the traditional media.In the watermelon video,the image of farmers is mainly ordinary farmers,and mainlypositive image.Self media people of agriculture,rural areas and farmers present the image of farmers from the perspective of farmers.However,there are many San Nong self media people who,in order to pursue the video hits,break into the backstage area of other people's lives,and present the backstage in the short video platform completely.There are some problems,such as curiosity hunting,peeping into other people's privacy,selling morality,title party and so on.Although the authenticity of the video is guaranteed,it is the disrespect and violation to the vulnerable groups.At the same time,in the process of presenting the image of farmers,there are many problems,such as the serious homogenization of information,the weak consumer groups,the incomplete image of farmers and so on.In view of the problems in the process of self media farmers' image presentation,the author gives countermeasures from four aspects: short video platform,self media people,government agencies and media.