Research On The Communication Strategy Of Toutiao's Short Rural Video

The rise of short video has become one of the most popular communication units in the current network environment and the multiform produced by the rapid development of mobile devices.As a member of the field of short video sagging,the country short video has won the audience's love for its beautiful and vivid picture and presentation.Rural short video will be the beauty of rural life,rural interest,traditional virtues,rural cuisine and other local characteristics from the mountains and rivers,and to a certain extent promote rural economic development,become a lot of video websites or comprehensive information distribution platform to pull the flow of the main content plate.Today's headlines rely on the technical advantages of the short video market,play the platform convergence force to open up the "three rural" channel as a new content field,with the special value of rural information from the short video market stand out.On the basis of understanding the concept,characteristics and evolution of rural short video,this paper briefly describes the development of rural short video in today's headlines from three aspects: creators,platforms and media linkage.Taking today's headline "golden rice spike award" as an example,sorting out and analyzing a large number of short videos published by 16 winners,such as "rural girl "," clever woman nine sister "," rural four elder brother "," fu teacher planting technical team "," a xi essay" and "niu bu la ",using communication,psychology such as " landscape society ","theory of drama"," collective memory ","use and satisfaction" theory,through text analysis,questionnaire and other research methods to analyze,content,audience and short rural communication strategies.In the process of the rapid development of short video in rural areas,it is necessary to analyze the short video in rural areas objectively.It is found that the short video in rural areas is not perfect in the media ecology,the creation of rural content is in a bottleneck,the content depth is difficult to break through and the rural e-commerce system is not mature.Based on this thinking,to the rural class short video four-point ascension space,in order to improve the overall development of rural class short video,giving rural people can really show ego stage,spread rural beautiful landscape andculture and custom in our country,the our country economy fast development,the construction of farmers' happiness,beautiful home to live and work in peace and contentment.