Research On The Spread Of Local Culture By Kuaishou Short Videos

In recent years,with the increase of mobile phone users in China,the short video industry has developed rapidly.The short video APP represented by Kuaishou emerged in 2016 and now has become the fourth largest mobile APP in China.Cultural communication relies on technical carriers,and rural short videos occupy the top position of fast traffic.With the help of short video platforms,rural culture has broken the pattern of marginalization of communication in the era of traditional media,and a large number of creators in third-tier and fourth-tier cities and rural areas have the right to have their voices heard.By studying the transmission characteristics and rules of local culture in the fast hand short video,this paper aims to provide reference for the transmission of local culture in the era of new media,so as to revitalize local culture and boost rural revitalization.Relying on Lasswell's 5W model,this paper adopts a variety of research methods such as case study method,text analysis method and literature research method,and conducts a multi-angle study from the dimensions of the creators,content,audience and strategy of the communication of local culture in the short video.The first part of the article describes the rise of short video and the dissemination of local culture.The second part analyzes the identity background and creation motivation of the creators of the short video of rural culture from the perspective of population sociology.The third part analyzes the content text based on the theory of narratology.The fourth part analyzes the relationship between the audience's viewing,performance and the construction of local culture on the basis of the theory of exhibition performance paradigm.Finally,on the basis of the above,the communication strategy of short video of rural culture is summarized: the communication strategy of local culture web celebrity based on personal IP,the communication strategy of local culture emotion based on interpersonal ties,and the communication strategy of local culture entertainment based on play interpretation.