Research On Short Video Communication Strategy Of The "Agriculture,Rural Areas And Farmers" In Kuaishou Platform

Under the new media environment,short video is undoubtedly one of the most rapidly developing means of communication.With the development of fine and vertical short video content,the "Agriculture,rural areas and farmers" short video has become a popular content vertical classification.It attracts a large number of farmers’ creators and audiences with its low technical threshold and low reading cost.It shows the life scenes of rural groups in the form of diversified images,conveys the image of the "Agriculture,rural areas and farmers" in the new era,and enriches the dissemination of local culture.With the help of Internet technology,farmers can promote the upgrading of agricultural industry,develop rural e-commerce,promote the construction of digital countryside,and help the development of rural economy,which is in line with the National Rural Revitalization Strategy to a certain extent.Relying on technology and user advantages,the Kuaishou platform,which is known as the national short video community,plays the role of platform convergence,and opens up the "Agriculture,rural areas and farmers" channels as a new field of short video content.With the special value of the"Agriculture,rural areas and farmers" information,it builds the market advantage of short videos,providing an example for the short video rural communication,and also provides a platform for the business platform to cut into the national life and the national economic development strategy.It can be used for reference in reality.By analyzing the concept,development background,present situation and characteristics of the short video of the "Agriculture,rural areas and farmers",this paper chooses the Kuaishoui platform as the target media to study the short video of the "Agriculture,rural areas and farmers",and observes a large number of short video of the Kuaishou platform,and focused on the 100 representative short videos of the village leaders with high attention in Kuaishou’s "Happy Village Leaders Program",using the theories of communication,psychology,Landscape Society,drama theory,collective memory and so on,through the research methods of Content analysis,literature analysis,questionnaire survey and case analysis,Harold Lasswell’s "5W" communication model theory is taken as the research logic,from the six angles of the subject market orientation,the equal creator dissemination,the plot content production,the emotional user strategy,the three-dimensional media channel,the multiplex drainage realization,analysis of the "Agriculture,rural areas and farmers" short video in the fast platform of communication strategy,gradually clarify the platform of "Agriculture,rural areas and farmers" short video communication.In the course of objective analysis,we found that when the short video of the "Agriculture,rural areas and farmers" spread on the Kuaishou platform,it also exposed a series of problems,therefore,the author analyzes and summarizes the "Agriculture,rural areas and farmers" short video from four aspects:the dissemination content,the dissemination effect,the operation promotion and the dissemination platform,and studies by combining the short video content with the characteristics of the Kuaishou platform,it is found that there are some problems in the process of the dissemination of short videos on the "Agriculture,rural areas and farmers",such as the homogenization of content,visual novelty-seeking,the simplification of operation and promotion strategy,the conflict of platform empowerment and the deviation of value orientation,and think about and put forward the optimization and improvement strategy about the "Agriculture,rural areas and farmers" short video creator,operator,platform development and so on,not only for the Kuaishou platform "Agriculture,rural areas and farmer" short video development plan,it is expected to provide experiences for the development of the short video market of the "Agriculture,countryside and farmers",promote the practice of short video communication in the field of "Agriculture,countryside and farmers",and let the local culture enter the public communication field and enrich it.