A Study On The Self-construction Of Media Image In China's New Countryside

With the lowering of Internet access barriers and the popularization of mobile terminals,technological empowerment has brought more media access opportunities to rural user groups.Take the fast-handed short video platform as an example.As of December 2020,its user daily activity value was as high as 300 million,the number of single-day short video uploads exceeded 15 million,and the total inventory reached 25 billion.Fast-handed short video has become a national Short video social platform."Be quick,see every life",every voice,every talent,and every profession are equally presented to the public.The operation logic that does not focus on traffic and does not hold the head allows the creators in the rural areas to obtain more media access rights.It is worth mentioning that while creating rural user groups,the rural space has been socialized The public domain of online onlookers shows you the real new rural mirror image under the micro narrative.Onlookers can get a glimpse of the first-hand appearance of new rural China on the fast video platform.This article takes Kuaishou short video platform as the research object,and uses questionnaire survey method,literature analysis method and content analysis method to start from six aspects of Kuaishou platform's operation strategy,user media use motivation,agriculture-related short video content,communication effect,and communication strategy optimization.research.Firstly,the platform-based operation strategy starts to explore the platform operation logic of the "seen" rural space;secondly,based on the perspective of "use and satisfaction",the questionnaire survey is used to deeply analyze the user's self-constructed motivation,including the user's sociological characteristics and use needs,Using behavior and other dimensions;the third part uses content analysis to quantify the media presentation of daily life of rural short video user groups.By disassembling the 200 video samples involved in the presentation of the new rural scene in theshort-hand short video,7 major dimensions and 30 indicators are disassembled to analyze the content characteristics and image of the short video.The fourth part combines the image presentation of the short-hand agriculture-related short video from the social and human perspectives to measure,that is,the new rural social image and humanistic image under the self-presentation of the new peasants;The propagation effect of agriculture-related short video is explained.Finally,the author puts forward optimization suggestions and countermeasures for different subjects on the strategy of the new rural media image communication in the context of new media.