| In a visual society where images are supreme,the new media ecology is gradually impacting rural culture,and rural communication is no longer limited to traditional media forms such as broadcasting,newspapers,and television,but rather a new form of media—That is,it enters the public’s field of vision through short online video.The mobile short video platform-"Quick Hand" has become a leader in the current image era based on the huge fan base of the community."Quick hands" short videos are deeply cultivated in the rural society and the rural market,and they are everywhere that produce short video content of daily life,personal skills and rural style.So far,agriculture-related short videos have also become a phenomenon-level representative of online short videos with the help of the "fast hand" short video platform,but in today’s consumerist supreme consumer society,the content of agriculture-related short videos has begun to appear Out of the characteristics of commercialization and consumerization.Under the spread of consumerism and the media,the agriculture-related short videos began to construct a consumption landscape and a media spectacle.Guy Debord ’s landscape theory mentioned that attaching “commodities” to enticing “landscapes”,giving symbolic meanings to various “landscapes”,forming a strong visual impact and aesthetic temptation for the audience,and enchanting the crowd The appearance of the image stimulates consumers’ endless desire to buy.Under the ideology of consumerism,many commodities have been given various symbolic meanings.In the past,many commodities in the city were endowed with auras of identity,symbol,fashion,and affirmation of value.Nowadays,even if the rural landscape is given the opposite,The primitive,poor,backward,outdated and other symbolic elements began to show the characteristics of "consumption landscape" under the media.The study finds that the mutual integration of mass media and consumerism has become a "hotbed" of "breeding" the agricultural landscape of short-range video consumption.By watching and experiencing short agricultural-related videos,the audience will gradually follow the short video content and narrative changes.Invest in your emotions one by one to meet your desires and needs from the consumption landscape spread in the countryside.The essential connotation here is that the construction of the agriculture-related short video consumption landscape is to capture the public’s desire to escape from the constraints of urbanpressure."A psychological feature of the city,an escape from real life,the public has achieved self-psychological and spiritual adjustment in the consumption of rural communication,and has obtained a sense of pleasure and security,thus driving the public to the landscape With further consumption and occupation,the “capitalists” who “manipulated” the landscape thus obtained the production capital of the landscape and formed a consumption cycle model of production-satisfaction-consumption-reproduction.In the economic and cultural fields,this model has certainly promoted rural revitalization.New methods of rural communication have innovated economic production and cultural scope.However,ideologically,a consumption landscape shaped by rural communication is based on society and media.A brand-new media fantasy under control drives the public to entertain and consume in the same consumerist realm,from the city to the countryside,and is also "controlled" by a "landscape fetishism."... |
