Research On The Communication Image Of The Rural Population In Kuaishou

"Kwai" is the short-video social software with the largest number of users and the most controversial in 2018.The reason why"Kwai”has the largest number of users is that it has the largest number of users in China's rural population.The most controversial reason is that these rural population have both positive and negative images in"Kwai".Relevant data report shows that the basic characteristics of"Kwai"users and Chinese netizens are compatible,and the rural population of"Kwai" users and Chinese rural netizens are compatible.We seldom see these adaptive parts on some other mainstream platforms,but in"Kwai"we can see these non-mainstream people covered by the mainstream media,which is very valuable.So the author takes the communication image of the rural population in"Kwai"as the research focus.Quantitative analysis was used to collect valid samples for rural population,and eight indicators were recorded in the table:type of behavior,language,dirty words,dress,sex,age,vulgarity and tonality.Through multi-dimensional comparative analysis,it was concluded that there are four types of behavior for rural population on "Kwai":recording lifestyle,performing performance,deducing special behavior,selling agricultural and sideline products.Product.In the author's observation,117 positive image samples and 44 negative image samples have no impact on the image of farmers,39 of them have no impact.And most of the positive image samples are focused on recording lifestyle and selling agricultural by-products.From the data,we can see that the positive image is far more than the negative image,but the perception of the negative image of the rural groups in public opinion is far higher than the positive image.The author analyses the reasons for the spread of the positive image of the"Kwai"rural groups:the pragmatic spiri guides the positive image,the restraint spirit promotes the equal right to speak,and the help and support of the platform.From the perspective of rural groups themselves,the reasons of negative image dissemination are:the living environment leads to the slow transformation of traditional ideas,and the money drives the vulgar and neglected groups eager for attention and recognition.From the perspective of external environment,it can be concluded that negative mimetic environment misleads cognition,stereotype leads to selective neglect,personalized recommendation leads to information cocoon,neutral values will breed negative content and economic disadvantaged strata can not achieve cultural retrogression.Finally,the author provides the following ways to solve the negative image:farmers themselves:get rid of bad habits,actively contact new ideas of the new era,media reports:correct and objective reports,actively support the positive image,government education:pay attention to the ideological education of rural groups,platform algorithm:assume social responsibility,actively guide the correct values.I hope that the author's research can play a certain role in improving the image of farmers on "Kwai".