Research On Interactive Ritual Chain Of Short Video On Agriculture,rural Areas And Farmers

In the era of mobile Internet,in order to meet people's fragmented reading needs,short videos have gradually become a popular way to obtain information.Among the major short video themes,short videos of "agriculture,rural areas and farmers" are simple and honest in their production subjects,close to rural life in their published content,and their works are easy and humorous.Since their birth in 2015,they have gradually become a clear stream in the short video industry.The main body of the short video of "Agriculture,Countryside and Farmers" is the original rural people,and its published content has unique rural characteristics,which positively gives people positive energy and gradually wins the audience's favor.It reflects the truest rural life and plays an important role in spreading our local culture and driving the rural economy.In this paper,a group of influential "San Nong Daren" among the communicators of short videos of "San Nong" are selected as samples,such as "Qiao Fu 9 Mei","Huan Zi TV","Xing Men Walking in the Country",and Li Ziqi,who mainly disseminates rural food records.Combining with the interactive ceremony chain theory of Collins,a famous American sociologist,this paper studies the interactive ceremony chain constructed between the producers and fans of short videos of "San Nong".In this paper,through literature research,case analysis and in-depth interviews,combined with Collins' interactive ritual chain theory,the interactive behavior between the producers of "three rural" short videos and their fans is studied.Firstly,this paper studies the interactive behaviors in the interactive ceremony chain of "agriculture,rural areas and farmers" short videos,including the interaction between fans and video content,fans and fans,and the interaction between fans' capital and video bloggers.On this basis,it explores the motivation of fans participating in the interactive ceremony of "agriculture,rural areas and farmers" short videos,that is,realizing self-identity and relieving realistic anxiety.Secondly,based on the theory of interactive ritual chain,this paper deeply explores the interactive ritual chain of the short video of "agriculture,rural areas and farmers" from the micro perspective,including the elements of interactive ritual,namely,virtual group gathering,setting limits for outsiders,attention caused by common focus and shared emotional energy,and explores the formation process and results of this interactive ritual.In addition,by exploring the interactive results of the short videos of "agriculture,rural areas and farmers",the long-term effect and value realization of this interactive ceremony chain are summarized from the macro perspective.Among them,the long-term effects include the long-term emotional energy cycle and the journey of strangers' social circle,while the value realization mainly studies the social circle,cultural and economic value brought by the short video interactive ceremony chain of "agriculture,rural areas and farmers";At last,it analyzes in depth a series of problems that gradually emerge while the short videos of "agriculture,rural areas and farmers" have made such achievements,such as uneven interactive quality,uneven emotional energy distribution,threatened privacy and security,bad content affecting values,etc.,and sorts out the problems and puts forward optimization and improvement suggestions from video creators,platforms and fans,so as to strengthen the interactive effect between the main producers of "agriculture,rural areas and farmers" short videos and truly spread local culture and help "agriculture,rural areas and farmers"...