Research On The Current Situation And Problems Of Short Video On The Theme Of "Three-Dimensional Rural" In China

The essence of Chinese society is local,and farmers are the basic level of Chinese society.In the fast-growing field of short video,farmers have become the main users of short video.Their short video on the theme of "agriculture,rural areas and farmers" carries the general resonance and aesthetic demand of Chinese Society for rural customs,production and life.As a form of information production and communication based on rural areas and farmers,short videos on the theme of "agriculture,rural areas and farmers" are of great significance to rural development and Rural Revitalization in China.First of all,the short video of "agriculture,rural areas and farmers" recorded the daily life of farmers.By studying the short video of "agriculture,rural areas and farmers",we can understand the social situation and public opinion of rural areas to the greatest extent,which is conducive to better public opinion guidance.Secondly,the short video on the theme of "agriculture,rural areas and farmers" can fully show the simple and benevolent folk customs,stable and peaceful life in rural areas,show the feelings of farmers' watching and helping each other's neighbors,calm and indifferent attitude towards life,change the stereotype of long-term social backwardness and "dirty and disorderly" of rural areas and farmers,and ease the embarrassment of "being endorsed" and "being spread" of farmers.Finally,the economic and cultural benefits behind the short videos on the theme of "agriculture,rural areas and farmers" can not be underestimated.Its flow realization effect and product publicity effect can directly or indirectly bring benefits to farmers and help them to get rid of poverty and become rich.The rural life recorded by it is actually the traditional farming civilization and rural culture in China,which is conducive to the realization of rural culture in China Revitalization plays an important role.Therefore,the study of short videos on the theme of "agriculture,rural areas and farmers" can focus on the production and life of farmers in this way,and help the development of rural economy and culture in all aspects.The first chapter of this paper mainly studies the development background and current situation of short videos on the theme of "agriculture,rural areas and farmers",and explores the internal reasons for the popularity and vigorous development of short videos on the theme of "agriculture,rural areas and farmers".It is found that the short video on the theme of "agriculture,rural areas and farmers" inherits the technical characteristics of "short,flat and fast" short video,and develops vigorously under the policy background of China's Rural Revitalization Strategy,China's rich local cultural background,and the social psychological background of Chinese farmers' desire to express themselves.Volcano Kwai is new in order to be different from the three short video platforms,including "fast","watermelon short video" and "small volcano".The creative group is composed of media operators and farmers.The content is rich and varied,and can be classified into daily life,scene performance,technology,folk custom,and novelty.The second chapter focuses on the analysis of users' use of short videos about "agriculture,rural areas and farmers",including four dimensions: basic situation,contact and use motivation,use behavior and content preference.It is pointed out that the audience has the demographic characteristics of balanced proportion of men and women,large age span,low level of education,and different income.In addition,the audiences of short videos about "agriculture,rural areas and farmers" tend to watch short videos about food sharing,but some of them are interested in short videos about seeking novelty.For the four dimensions of the research results,further on the "three rural" theme short video vigorous development of external factors made a supplement,but also for the following analysis of the "three rural" theme short video development issues,to seek the "three rural" theme short video development strategy to provide a basis.The third chapter is the case analysis chapter.In this chapter,after data collection and selection,the author chooses two farmer self media cases: "Shandong Shanghe self media village" and "seven fairies of Dong family" as typical cases.The reason is that Shandong Shanghe self media village helped the villagers to become rich at the beginning of its establishment,which is called "self media kingdom" by the outside world,but now it has faded out of public vision and development Multiple obstacles,such as content ecology,video post processing,rough and casual,too much commercial atmosphere,etc."Seven fairies of Dong Nationality" drive Guizhou Gaopu village to get rid of poverty and become rich,and spread Dong culture,which has been repeatedly commended by the official media.But in a comprehensive view,the short videos of the "three rural" themes they have issued still have many shortcomings,such as the video platform is single and "self".The "media and e-Vcommerce" sales model is faced with the crisis of trust,the superficial cultural propaganda and the elimination of reality.The fourth chapter is the problem analysis chapter.Through statistical analysis of the short video of "three agriculture" theme on the three platforms of "fast watermelon video" and "small volcano video",the problems that are faced with short video on the theme of "three-dimensional rural" are pointed out.Secondly,it points out the negative communication effect of this kind of short video when it acts on the audience's thinking and cognitive level,including causing the audience's thinking inertia and cognitive bias.Then,the author focuses on the operation and management level beyond the "three rural" short video itself,and discusses the problems existing in the relevant self media operators and communication platforms,including the low efficiency of operation and promotion work and the contradictions arising under the platform empowerment.All in all,the current problems of short videos on the theme of "agriculture,rural areas and farmers" will not only affect its long-term development,but also disturb the order of the network public space,and then have a bad impact on the social order and social culture,which must be solved in a timely manner.In the fifth chapter of this paper,the author puts forward the corresponding strategies in the aspects of communication content,communication effect,communication strategy and platform management based on the short video of "three rural" theme proposed in the fourth chapter.There are three levels.The first level is about the video content.The creator should collect more high-quality content and show positive energy.The second level is about the operation and promotion level.The self media operators should pay attention to the operation and promotion work,make reasonable planning,actively build a new media matrix,formulate differentiated communication strategy,and improve brand awareness through fan interaction Name degree.The last level aims at the management problems of the short video platform,hoping that the platform can strive to build a good public space order,including improving the detailed audit mechanism,innovating governance means,building a comprehensive evaluation system,etc.The author hopes that these strategies can be used as a reference for the field of short videos on the theme of "agriculture,rural areas and farmers",so as to promote the development of shortvideos on the theme of "agriculture,rural areas and farmers" on the way of high quality and specialization.