Research On The Communication Of Local Culture Based On Short Video Platform

As the foundation of Chinese spiritual culture,local culture has undergone remodeling and evolution in the process of social transformation.In the process of social modernization,the countryside is constantly giving way to urbanization,and the local culture is gradually marginalized in the culturally diverse social environment.In the converged media era,local culture has ushered in new development opportunities in the short video platform,changing the single,passive and isolated situation in the past.Local culture in the form of short videos has improved the situation that farmers have always had a weak right to speak,and given a new way of expression to the public in rural society.Local cultural short videos not only help individuals record their lives and gain social recognition,but also become an important means for the country to help rural revitalization and promote the construction of a moderately prosperous society.Due to the diverse identities of creators of short videos of local culture,the grading of video quality,and the vulgarity of video content,the public’s stereotype of local culture has been exacerbated.Local culture is endowed with labels such as "earthy" and "vulgar" by the public,and faces the challenge of stigma.This paper analyzes the current situation,characteristics and problems of local cultural short video dissemination in combination with relevant theories,mainly starting from the vilification of local characters in local cultural short videos,the alienation of rural residents’ consumption,and the crisis of local cultural identity.impact,and propose corresponding optimization measures for the problem.