Research On Development Status And Strategy Of Agricultural Short Video

Under the background of the rapid development of Internet technology and short video industry,farmers' creators have sprung up,and the development of short video has begun to take shape.In the process of taking the initiative and consciously presenting the identity of farmers,constructing the discourse system of farmers and creating new fields for farmers,the short video about agriculture and agriculture constantly embodies the core values of socialism with Chinese characteristics and shows the importance and construction process of "three rural areas" in our country.But in the development process its predicament also appears.This paper selects the short video works of "rural Akai" from February 1,2019 to February 1,2020 for a whole year as the object of study.As of February 1,2020," rural Akai" fans have exceeded 1.7 million,and the average number of hits per short video work has exceeded 150000,at the same time by the " watermelon video " plus V certification,become "three rural talent group members " and " well-known creators in the field of agriculture,rural areas ".Previously shot short video has been selected by CCTV,and in the central two sets of exhibition broadcast.In the course of the research,literature research,case study,content analysis and in-depth interview are adopted.Firstly,the paper analyzes the background and development of agricultural-related short video,and analyzes the relationship between the media platform and the agricultural-related short video development from the background of the times: the two complement each other,the media provides a platform for it,and the agricultural-related short video also provides benefits and popularity for the platform.In the process of analyzing the development of agriculture-related short video,this paper analyzes the large number and widerange of farmers' creators,the large number of creators,the rich content of dissemination,and the great influence of works.Secondly,the author analyzes the characteristics of agriculture-related short video writing style,from the content Location,theme selection,creative techniques and other analysis found that the creation process of short video related to agriculture is becoming more and more specialized.Finally,this paper tries to use the media critical theory of Frankfurt School to analyze its predicament and causes,and puts forward some suggestions from the aspects of technology,system and humanities.Only the government,platform,creators work together to form a positive linkage mechanism.Technology to strengthen contact with other creators,and adhere to the continuous introduction of excellent content,in order to attract the attention of users in essence,establish brand awareness while actively maintaining fan stickiness.In addition,we should adhere to people-oriented,constantly improve the sense of responsibility.