Research On The Construction Of Vernacular Culture Identity In Short Videos

In the report of the 19 th National Congress of the Communist Party of China,the implementation of the rural revitalization strategy was clearly proposed and written into the party constitution.Among them,the revitalization of rural culture is not only an important part of the rural revitalization strategy,but also a value pursuit in the overall rural revitalization process,providing a steady stream of spiritual power for rural revitalization.In the era of traditional media,the local culture lacks an effective communication path,and the rural population rarely has the opportunity to use the media to spread themselves.They belong to a silent group.However,in the era of new media,the rapid development of short videos has caused more and more ordinary people.Not only can they access high-quality cultural resources,but they can also spread and express themselves,and the local cultural life can be restarted.The author chose the short video of Li Ziqi’s Weibo that has been recognized by most audiences and officials and has achieved good reputation as the research object.Using virtual ethnography and interview research methods,the author explores the characteristics and causes of the status quo of Li Ziqi’s short video’s construction of local cultural identity,and Propose an optimization method for the construction of rural cultural identity in short videos.First of all,through an in-depth interpretation of the video text,the author concluded that the short video of Li Ziqi contains the traditional vernacular cultural connotations such as harmony between nature and humanity,diligence and simplicity,advocating family reunion,filial piety and respect for the elderly.Then,in exploring the specific methods of constructing the identity of the local culture,the author found that it is necessary to start with the video images and sounds to immerse the audience in the beautiful rural scenes,and to awaken the audience’s culture with traditional festivals,customs,and local cuisine.memory.In order to better study the status quo,characteristics and causes of the establishment of the local cultural identity of Li Ziqi’s short video,the author conducted in-depth interviews with Li Ziqi’s fans.Through the analysis of the collected data,the author found that the audience had an opinion on the local culture constructed in Li Ziqi’s video.Recognition produces one-sided content cognition,content homogeneity,and inconsistencies in cognition,emotion,and behavior.Analyzing the reasons,the main reason is that the content of the local culture in the short video is homogenized and entertained;in the process of dissemination,the spiritual connotation of the local culture is easily deconstructed by commercial discourse;at the same time,personal life experience and local culture are in the real society The decline in status in China also affects people’s identification with local culture.Finally,the author reflects on it and proposes an optimized path for short video to build a local cultural identity.One is that the short video platform must be a“gatekeeper”,spread high-quality local cultural content,and enhance the audience’s sense of local cultural identity;second,short video creators must insist on content as king,improve media literacy,and spread with regional characteristics Thirdly,the audience must improve the ability to discern content and consciously resist vulgar content;fourthly,the government must strengthen the top-level design to bridge the ecological gap between urban and rural communication.This requires the government to continue to improve the rural network infrastructure and improve the media literacy of the villagers At the same time,it is also necessary to strengthen the supervision of short video platforms and cultivate talents for the communication of local culture.