Research On The Image Of Farmers In The Short Video Of "Agriculture,Rural Areas And Farmers"

Short video is one of the most far-reaching media forms in the era of mobile Internet.According to statistics,China's short video user scale has exceeded 800 million people,short video has become a new national application industry.In the era of traditional media,the discourse power of farmers has long been ignored by the public,and the public's cognition of farmers is often one-sided or even distorted.The development of short video has provided a stage for farmers to present themselves,and farmers have experienced the transformation from the communication object to the communication subject.Especially in recent years,with the rise of the sinking market of short videos,a large number of farmers in rural areas have grown up through "We Media",gradually forming short videos of "Agriculture,Rural areas and Farmers" with distinctive style.The short video of "Agriculture,Rural areas and Farmers" mainly focuses on farmers and focuses on their down-to-earth daily life.Farmers turn to themselves to present rural life and images of farmers in the new era."Xigua Video" is a video platform hatched by Toutiao,which is the first to explore the "Agriculture,Rural areas and Farmers" in the mobile Internet industry in China.It is forward-looking and typical in the " Agriculture,Rural areas and Farmers" short video field,and it is also an important channel for the outside world to know about farmers.Therefore,this article selects "Xigua video" in the "Agriculture,Rural areas and Farmers" short video as the research object,using content analysis and questionnaire investigation,on the basis of the theory of identity theory,intends to show that focuses on farmers "Agriculture,Rural areas and Farmers" short video image characteristics,in order to correctly understand the new age of Chinese farmers for the society to open a new window,eliminate the masses of farmers is a stereotype.The study found that the short videos of " Agriculture,Rural areas and Farmers" in the "Xigua Video" are mainly recorded short videos as a whole,and in the age group of creators,they are mainly young farmers.In the presentation of the image of farmers,the main image is positive,but there are also certain negative content.However,the public opinion's cognition of the negative image of farmers is greater than the actual ratio.According to research findings,the article sorts out the characteristics of farmers' images in the " Agriculture,Rural areas and Farmers" short video,and analyzes the causes of positive and negative images of farmers.Finally,suggestions for improvement are put forward for the presentation of the negative image of farmers.Starting from the farmers themselves,they must take the initiative to learn to enhance the self-confidence of rural culture;starting from the short video platform,they must appropriately intervene to strengthen content construction and management;starting from the media level,they must objectively report to enhance the sense of social responsibility;starting from the government level,they must be active support and attach importance to the ideological and cultural education of farmers.