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

With the implementation of the country's rural revitalization strategy,the issue of "agriculture,rural areas and farmers" has become a key issue in the country's development.In the era of traditional media,the image of farmers,which has been neglected,marginalized and even stigmatized for a long time,is not conducive to rural development.In recent years,the rapid development of short video platforms has provided a stage for farmers' self-expression and self-presentation,an important communication platform for rural life and the image of farmers,and constructed a new image of farmers.By watching the short videos of "agriculture,rural areas and farmers" in the Farmer Channel of "Watermelon Video",the study used content analysis to analyze the sample videos and summarized the main image categories of farmers.Based on the analysis of the sample data,the characteristics of the construction of the image of farmers in the short video of "agriculture,rural areas and farmers" are obtained,including the construction of the subject identity of the "new farmer",the construction of the content scene of the local flavor and the construction of the interactive participation of the rural memory.In the process of the construction of peasant image,there are also some problems such as the lack of media literacy of the construction subject,the backward cultural concept of the construction content and the single and crude construction form.In order to better construct the image of farmers in the short video of "agriculture,rural areas and farmers",the research combined with sample analysis put forward specific optimization strategies:strengthen the narrative of active subjects,highlight the beautiful spatial landscape,and spread the rural audio-visual symbols,so as to promote the rural revitalization in China.