Research On The Communication Environment Of "Sannong" Short Video Under UGC Mode

The User Generated Content production mode makes the content explosion in network communication face a peak once again.At the same time,in the Rural Strategic Plan(2018-2022)issued by the CPC Central Committee and the State Council in 2018,it was clearly proposed to accelerate agricultural transformation and upgrading through the use of e-commerce and "Internet +" and other means.In order to achieve the purpose of accelerating the economic transformation and upgrading of agriculture.Under the influence of this policy background,many short video platforms have gradually launched relevant short video creation support plans for "agriculture,rural areas and farmers".A large number of "agriculture,rural areas" short video creators have emerged.The arrival of 5G era provides a higher level of technical support for the development and dissemination of short video.Short video industry will continue to be a hot research field in communication in the future.At present,the short video of "agriculture,rural areas and farmers" is developing vigorously,which is of certain significance to the ecological development of optimizing the communication environment and promoting the social construction.This paper mainly observed the creators of short videos of "agriculture,rural areas and farmers" in video platforms such as ixigua,Bilibili and Tiktok.Literature research method,case analysis method and comparative study method are mainly adopted.Through literature research to understand the current status of relevant research,I will make my own thinking and research on this basis and understand the communication details in the practice process.At the same time,this paper also makes a comparative study on the short video of "agriculture,rural areas and farmers",other short videos and other types of "agriculture,rural areas and farmers" information,in order to explore the relationship between them.After an in-depth study of the short video of "agriculture,rural areas and farmers" in the communication environment under UGC mode,the aim is to sort out its development context and the relationship between it and society,economy and culture.Classical communication theory is used to analyze its influence,and how to better guide the development of short videos of "agriculture,rural areas and farmers" and other short videos of UGC mode is considered.The first part of this paper summarizes the development of "agriculture,rural areas and farmers" short video,and analyze the general process from the lack of supervision to the formation of characteristics and a certain social influence.With more and more people paying attention to short video,2018 has become a breakout year for the industry.A large number of vulgar contents were rectified,and the content review was gradually strict,creating a good environment for the development of short videos for "agriculture,rural areas and farmers".The second part of this paper analyzes the communication environment of "agriculture,rural areas and farmers" short video,mainly from three aspects: macro,medium and micro.In terms of macro environment,economic development,political environment and cultural construction are selected from three perspectives.From the perspective of medium environment,it analyzes the similarities and differences between it and other types of short videos,mainly including the uniqueness of the creative subject of "agriculture,rural areas and farmers" and the special influence it produces.In addition,it also includes the relationship between short videos on "agriculture,rural areas and farmers" and other types of information on "agriculture,rural areas and farmers",that is,other types of communication content related to or derived from short videos on "agriculture,rural areas and farmers".Through these contents,we can observe the social attitude change on "agriculture,rural areas and farmers" short video.From the micro point of view,it is mainly divided into three aspects: the subject,the audience and the content,focusing on the characteristics of the short video of "agriculture,rural areas and farmers" itself.In the fourth chapter,the author mainly thinks about how to overcome the impact of environmental change on the short video of "agriculture,rural areas and farmers" under the UGC mode.After analyzing the weaknesses of the existing short videos on "agriculture,rural areas and farmers",this paper puts forward corresponding strategies based on the classical theory of communication.At present,the main problems in the communication process include limited communication scope,homogenization of content,the audience's cognitive bias towards farmers,and the possibility of negative effects from commercialization.