Research On The Influence Of Rural Short Videos On Rural Migrant Workers' Well-being

Rural migrant workers are immigrant groups from rural areas to cities,and they are the combination of rural culture and urban culture.However,they wander on the edge of urban and rural culture.They can neither integrate into the cities nor return to their rural hometown,and face many difficulties.Rural culture is an important support system for rural migrant workers' urban life,which plays a supporting role for rural migrant workers to integrate into the cities or return,and can alleviate the anxiety of rural migrant workers' marginal state to a certain extent.With the rapid development of short videos,rural short videos rooted in rural areas have become a new rural media to spread rural culture to cities.In this context,can the rural short videos help rural migrant workers get out of the marginal state and enhance their well-being through the spread of rural culture? What are the key variables in this process? This thesis focuses on the above problems.In this thesis,the research methods include depth interview and questionnaire survey.On the basis of depth interview with rural migrant workers,the research variables are extracted by referring to previous research results and combining with the success model of D&M model.On this basis,this thesis investigates the use experience of rural short videos through perceived realism,perceived interactivity and perceived of ease use,and investigates the benefits obtained by rural migrant workers when using rural short videos through rural cultural capital,homesickness and trust.Add the social impact variable of environmental dimension,and set well-being as the dependent variable.Through the questionnaire to collect the data of each variable and SPSS data analysis,this thesis found that,rural cultural capital is positively ffected by perceived realism and perceived interactivity;Trust is positively affected by perceived realism,perceived interactivity and perceived of ease use;The influence of homesickness on well-being is not significant;Rual cultural capital,trust and social influence can significantly and positively affect the well-being of rural migrant workers when watching rural short videos.Among them,the social influence variable has the greatest impact on the well-being of rural migrant workers,which shows that the rural short videos manily promotes the well-being of rural migtant workers by enhancing the social identity of rural culture.Finally,according to the results of data analysis,this study puts forward optimization suggestions from the aspects of content distribution mechanism,creator's production,and cooperation and participation of mainstream media,so as to further enhance its positive effect on rural migrant workers' well-being.These suggestions include: optimizing the rural content distribution mechanism and developing short video's hometown channels;Improving the recognition of rural culture and let rural migrant workers live in a cultural environment where urban-rural understanding;Based on the county-level converged media center,provide high-quality rural content for rural migrant workers;Construct real rural scenes and improve the rural short video's communication effect.