Discourse Analysis Of Short Videos About Rural We Media In Bilibili Station

After a period of traffic dividend in the development of the industry,China's short video industry has now shifted to a stage centered on creating high-quality content,and creators and video platforms have focused on vertical cultivation in the content field.In the pursuit of market segmentation,short videos about rural we media in bilibili station has become a unique highlight.This kind of video takes the countryside as the scene to show a series of diversified ecology under the rural background.Based on Fairclough's discourse theory,rural short video can be regarded as a way of discourse expression.It is not only a media text at the micro level,but also a social practice beyond the text.First of all,from the perspective of text,rural short videos are composed of written language,sound language and visual language,which jointly present the theme of the video.Written language is embodied in intuitive and vivid video titles.The titles of short videos about rural we media in bilibili station are many short sentences,with prominent content,simple semantics,colloquial words,and lack of strict grammatical paradigm and strict sentence structure.The sound language mainly comes from the simultaneous sound recorded on site,including character language and environmental acoustics,highlighting the real and natural characteristics of rural short video.In terms of visual language,there are not only the record of life scenes,but also the presentation of natural beauty.The picture presents a documentary style.The second,from the perspective of discourse practice,creators and viewers participate in the production and consumption of rural short videos of station B respectively.In the Internet era,technology empowerment gives the public the media channel to express themselves actively,and rural groups show themselves and convey their demands in the unconscious video text production.With the development of rural short video brings traffic realization,the creators begin to have a real sense of production,and make assumptions about video production through corpus embedding,audience interpretation and text intertextuality.As text consumers,rural short video audiences construct the speech communication chain of circle group through bullet screen,and consolidate circle culture in the second creation of video text.The last,from the perspective of social practice,the production process of rural short videos is the process of ideology.They mainly use video texts to convey values and ideological cognition.They obtain the right to speak through "active production" and "being watched",and transfer part of the right to speak to the audience in an attempt to reconstruct the power distribution in the process of discourse production.