Research On Rural Image Communication Based On Rural Short Video

Implementing the strategy of revitalizing the countryside is a major decision-making plan put forward by the 19th National Congress of the Communist Party of China,and a major historical task of winning a comprehensive construction of a moderately prosperous society and building a socialist modernized country.Under the leadership of the country’s rural revitalization strategy,the rural infrastructure and the construction of ecological civilization have developed to a certain extent,and the rural area has a new look.For a long time in the past,the rural image was damaged due to objective reasons such as lagging economic development and low education level of the villagers.In the Internet age,how to use the rural short video to repair and actively spread the image of the village has become a major issue that should be paid attention to in the future rural media development.This article analyzes the current situation,influencing factors and problems of rural short video participation in rural image communication through content analysis and field research,and proposes corresponding communication strategies based on this,in order to achieve the rural short video’s impact on the rural image objective and active dissemination helps rural revitalization.The research in this article is divided into three parts: The first part is the research background and theoretical analysis.Includes Chapter 1 and Chapter 2.It mainly sorts out the research background,research objects,research methods and related concepts of this article,and summarizes the documents such as the rural short video,the image of rural media and the theory of reproduction.The second part is the main body of this article.Including Chapter 3,Chapter 4 and Chapter 5.The third chapter is mainly based on the theoretical framework of media reproduction,combined with related theories of communication and semiotics,and selected four domestic head short video network platforms related to "country" on Sina Weibo,Douyin,Kuaishou,Toutiao,etc.As a content analysis sample,short video analyzes the presentation and dissemination effect of the rural image in the rural short video from two dimensions: video content theme,and user comment text.The fourth chapter focuses on the rural media image presented by the current short video dissemination platform.Through the case analysis of the short video text,it discusses the ways,characteristics and shortcomings of the rural image of rural short video.Chapter 5 selects five townships in Jianshi County,Hubei Province and Linshui County,Sichuan Province as field survey samples,and points out the factors and problems that affect the spread of rural media images.The third part is the research conclusion and recommendations.Including Chapter6.It mainly puts forward countermeasures and suggestions for the media reproduction,construction methods and characteristics of rural images,and factors affecting communication.Including rural short videos,regional symbols should be strengthened,cultural values should be tapped,and image recognition should be enhanced;division of labor and collaboration should be used to give full play to the information dissemination capabilities of village and town experts,and non-governmental organizations should be introduced to participate in rural short video talent training to achieve rural images Sustainable construction of the country;adhere to the stakeholder strategy of the rural image,and ensure that the rural short video takes into account both economic and social benefits;do a good job of dynamic monitoring of the rural media image,and regulate the production and dissemination of rural short videos through government supervision and self-correction by enterprises.