A Study On The Image Of Farmers In Watermelon Video

The issues concerning agriculture,rural areas and farmers are fundamental to China's national economy and people's livelihood,and have been the focus of the CPC Central Committee's work in recent years.Especially in the context of the rural revitalization strategy,the importance of farmers as an internal main force has become more prominent.In the past era of traditional media,the media image of the construction and the present mostly by the media “check”,belong to the passive one is the spread of the media,and with the development of Internet,the rise of a short video and broadcast industry,farmers participate in media content production may become reality,media under empowerment farmers obtained the unprecedented discourse power,In particular,with the rapid development of the media industry in recent years,the media image of farmers themselves reduces the interference of“noise” to a certain extent.In this situation,we cannot help thinking,what are the farmer images presented by we-media people in short videos? Is there a problem?Based on this,this paper takes the short video in the watermelon video “Farmer channel”as an example and uses content analysis method to study the problems related to the presentation of farmers' images in the watermelon video.SPSS was used for analysis.From the two dimensions of creators' home page information and video content information,459creators' information samples and 809 short video content samples were classified and analyzed with multidimensional indicators.Through statistical analysis and content analysis,it can be seen that,first of all,creators' personal home pages mainly present four characteristics.First,gender characteristics,men become the main force of farmers' we media;Second,nickname features,with real information such as name and geographic location;Third,the number of characteristics,the magnitude of fans and the number of followers present a distinct difference;The fourth is the identity characteristics,focusing on the group identity separation and the pursuit of official authentication.Secondly,according to Goffman's parody theory,the video content presents three characteristics.First,as for the performance subject,the mode of multiple actors takes up a high proportion,and adult males become the pacesetter.Second,in terms of the stage area,the gap between time and space is eliminated and the family daily life is presented in front of the background.Three is the performance script,the use of a variety of audio-visual symbols to help the audience understand.Combined with the above analysis,the author summarizes eight specific and typical farmer image types from two aspects of age and occupation,and expounds them.In addition,this paper finds that there are four major problems in the presentation of farmer images by farmers' we-media in watermelon videos: inadequate media literacy of creation subjects,homogenization of shooting content,simple and rough presentation form,and alienation of value output.Then,in view of the problems in the process of presenting the image of farmers,countermeasures and suggestions are put forward from four aspects: subject,content,form and value expression.