A Study On The Self-Construction Of The Image Of "New Farmer" In Rural Short Videos

The mobile Internet has promoted the rapid development of the short video industry.New farmers,represented by returning youth,have joined the short video creation ranks.In the past,the image of Chinese farmers was often constructed by others and generally lacked the right to speak.The weak position belongs to the "silent other." Village original short video is a record of rural images created by farmers in the era of new media.It is the result of the country's strategy for rural revitalization and the guidance of related rural policies.It is also an indispensability that new media brings to rural areas and farmers in the Internet era.Ignored development opportunities.With its powerful advantages of low technical threshold and low cost of reading,short videos have injected unlimited content vitality into rural areas,farmers,and agriculture in the new era,while original short videos in rural areas show the real scene of rural original ecological life to the society.In the new era,the farmers' individuality,authenticity,and multiple images have gradually entered the field of public communication.The development of rural original short videos highlights the difference between new farmers and traditional farmers in the new generation of rural short videos.It realizes the economic value of "Internet+precision poverty alleviation",the cultural value of rural narrative independent of urban centralism and traditional consumer culturalism,and the technological value of narrowing the digital divide between urban and rural areas by recording documentary and micro-narratives of farmers' daily lives.Taking the Kuaishou short video platform as an example,this article uses content analysis,observation,and in-depth interviews to study the image construction of the creative subject in rural short videos—the "new farmers".First,analyze the comparison of "new farmers".What is the turning of traditional farmers and the analysis of turning factors;secondly,analyze how the image of "new farmers" is constructed;finally,what are the constraints of the image construction of "new farmers" and the development of rural short videos,and put forward for different subjects Optimization suggestions and countermeasures.Through the research on the image construction of the "new farmers",we can recognize the change of the peasant group's voice in the new media era,enrich the content of short online videos,and at the same time promote rural revitalization and the construction of beautiful rural areas to a certain extent.