Research On The Communication Of Rural Short Video On Social Media

Looking at the short video content ecology of social media platform,rural short video created by farmer's we media has become a vivid and important unit.As a new force in the current short video big family,the achievements of rural short video communication are the result of multi-factor co-frequency resonance.The new media technology of short video and the industry subsidy war have led the farmers to invest in content production.The demand of platform users,the guidance of national policies,and the demand of their own development act on the social media dedicated to the rural areas.Therefore,rural short video and its communication rise.The social media rural short video has experienced an unknown initial development,to the rapid rise of popular online public opinion field,and then to the current continuous growth,the communication impact is becoming more and more extensive.The communication subject of rural short video is the farmers' we media.They are concentrated in the central and western provinces in terms of geographical distribution based on platform guidance and other factors.The conscious identity of the farmers forms a consistent external representation in account naming,and are stepping into the path of content production specialization.The communication content of rural short video focuses on production and life in the theme,describes emotion in the specific plot,and reproduces rural landscape in the video scene.The communication features of rural short video include distinct farmers' subjectivity,documentary micro narrative and interactive communication mode.Based on the social media and its own communication characteristics,rural short video shows more and more unique communication functions,it has a role that cannot be ignored for rebuilding the image of the village,constructing the village identity,and helping the rural economy revitalize.However,in the actual communication process,there are still many factors that restrict rural short video to play the communication function,including the homogeneity of the communication content,the catering of the communication subject to consumerism,and the communication risk caused by the insufficient management of the communication platform.It is urgent to solve the above problems by expanding the content dimension,standardizing the value orientation,and strengthen the platform responsibility of social media,so as to play the positive role of rural short video communication.