| When agricultural civilization is gradually moving towards commercial civilization,the Chinese nation is gradually losing the material and spiritual cultural heritage left to us by thousands of years of local culture.After entering the media society,the urban culture brought by traditional media carries on a kind of other "attainder" with the significance of the wave of consumerism to the rural culture,and the media industry shows the charm of the city in large quantity.To a certain extent,the villagers’ identity to the rural culture is gradually dissolved by the urban culture.But with the popularity of the Internet,new media,social reshape village culture media ecology and transmission structure,which appeared in recent years,call back this national outstanding rural cultural ideological trend,especially the rise of agriculture,rural areas and farmers short video,to a large extent changed the traditional mass media channels of monopoly and the disadvantages of production mechanization,opened up a new space for the spread of village culture,There is even a positive "reverse movement" to urban culture.In the context of industrialization,under the strong contrast between material desire and consumerism,the quiet and indifferent rural life and rural culture have been pushed to the ultimate beauty and harmony.This paper mainly takes Watermelon video and Kuaishou as the research platform,short videos of agriculture,rural areas and farmers as the research object,and uses the method of combining quantitative analysis and qualitative analysis to find that in the process of building rural cultural images in short videos of agriculture,rural areas and rural areas,for two types of material cultural images（regional space culture,agricultural production culture）,four kinds of spiritual culture images（food culture,folk culture,folk art,ethical culture）have been widely presented.The author of six kind of cultural image content tonality of meticulous analysis,found a small amount of culture is partial negative emotional color,some folk culture,ethical culture in the process of development there is alienation,such as human competition,vulgar tendency,lights,thin walls,it’s all rural society hidden ills.They are also one of the reasons that further hinder the spread of positive images of rural culture.Under the theoretical guidance of narratology,semiotics and audio-visual linguistics,this paper analyzes the construction strategies of rural cultural images by the "we media" of rural areas and farmers.It is found that the three dimensions of narrative Angle,narrative rhythm and narrative structure have a certain influence on the expression of rural narrative.Secondly,the symbols of rural local landscape,ethnic clothing,traditional farming props and regional dialects play a certain role in the construction of the superposition of local cultural images.Finally,the difference of scene,color,sound and pure music play a role in promoting the audio-visual expression of rural cultural picture.After the author’s research and combing,found in the construction and communication in the process of the rural cultural image still have deficiencies,such as imitation to personalized rural culture lack of uniqueness and diversity,homesickness culture performance under visual hegemony,UGC limited level of rural cultural connotation of the superficial,cultural image under the gaze of profiling is present in the city.Between this,the author attempts to put forward is beneficial to promote a positive image of rural cultural subjectivity practice,including adjust measures to local conditions to strengthen local cultural symbols,awaken individual nostalgia memory,spreading quality culture content breakthrough the bottleneck,establish equal dialogue and city culture,for the country to offer reference for the transmission of cultural image. |
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