Research On Content Production And Dissemination Of New Farmer Short Video

In recent years,with the accelerating pace of urbanization and the in-depth implementation of the rural revitalization strategy in China,the integrated development of urban and rural areas has yielded fruitful results,and the vast rural areas are becoming a vast blue ocean full of ideals for entrepreneurs.Many entrepreneurs or ordinary people who want to do their best in the countryside turn their eyes to the countryside,including some urban white-collar workers,returning home with skills and practical experience of migrant workers,college graduates and so on.These people are called "new farmers".At the same time,with the continuous coverage and application of 5G network,the short video market audience continues to sink,and the era of "We Media" dominated by graphic forms has turned into an era of vigorous development of short video."New Farmer" by virtue of the short video short,simple and easy to operate the characteristics of the first bucket of gold,the new Farmer short video as a vertical subdivision of short video is booming.In this paper,the new farmer's short video is taken as the research object.In the course of the research,the literature background and content analysis method are used to understand the background and development of the new peasant's short video generation.Based on the basic connotation and development of the new farmer's short film,Tik Tok APP is selected as the sample to select the flat platform.The analysis is conducted with "Clever sister 9","Chuanxi fragrant girl","Shanxi sister Xia","I love growing vegetables" and "Xiao Fanfan".This paper analyzes the operation mode and content characteristics of 100 new farmers' short video we media accounts,such as "Yuxiang brother Wei" and "Danxia siter Chun".With the help of the "4I" theory of Don Schultz,questionnaire survey,case analysis and other research methods,the author,creative content,the content characteristics and communication strategy of new farmers' short video are discussed This is a short video about the new farmer.Finally,research and discussion,further pointed out that in the process of the prosperity and development of new farmer short video,we should also be aware of its internal problems through the appearance,such as the content innovation is not high,the sense of responsibility is not strong,the quality of agricultural products sold is uneven,the dissemination of false content and so on,and put forward the corresponding optimization strategy,in order to optimize the development of new farmer short video It can be used for reference.