A Study On The Spread Of Rural Culture From The Rural Self-media Short Video On The Background Of Rural Revitalization

Rural culture originated in my country’s long social and historical changes dominated by farming economy,and the country is the carrier of rural culture.In the process of modernization,rural areas continue to give way to urbanization,and rural culture is gradually marginalized in multiculturalism.At present,the problems and potential of building a well-off society in an all-round way and a powerful modern socialist country are mainly concentrated in the countryside.For this reason,the 19th National Congress of the Communist Party of China proposed a rural revitalization strategy to flourish rural culture and revitalize the countryside.Short video,as the current media in full swing,enables more social groups at the bottom of the society to have more individual narrative discourse power.The production,dissemination and consumption of a large number of “San Nong” self-media content has enabled the development of rural culture to a certain extent,and the discourse power of rural culture.Be promoted.Based on this background,this article mainly uses content analysis and participatory observation methods to study the spread of rural culture through short videos from the media.Firstly,we select the self-media accounts and short videos of “Kuai Shou” and “Xi Gua” platforms,which are gathered in agriculture,rural areas,and farmers,and describe the unique media landscape of rural culture in self-media short videos.Then,it conducts statistical analysis of the five categories of short video content,including action behavior composition and picture language characteristics,and reveals the content display characteristics of the short video "body narration" of the “San Nong” self-media.Based on the observation and discussion of the self-media samples and short videos,it was discovered that the three rural self-media short videos have the advantages of "precision,effectiveness,and diverse themes" in spreading rural culture,as well as the "subject cultural identity and identity and identity" in the spread of rural culture."Confidence,cultural reproduction" and many other effects.Finally,aiming at the problems of "farmers’ alienation" and "lack of self-media media literacy" in the short video transmission of rural culture,we will think from the three parties of the government,platform,and three rural self-media,and through government policies,strengthen the cooperation between the media center and the three rural self-media.;Use platform technology to ensure that the technology benefits farmers and realize the dual construction of video form and content ecology;reshape the three rural self-media and cultivate new farmers with multiple thinking.Finally,a positive cultural orientation is used to construct a "community of destiny" and open up the "last mile" of rural revitalization.