Research On The Difference Of Farmers' Image In Short Online Video

The low technical threshold and low reading cost of network short video release the content vitality of agriculture related communication,comprehensively display the real scene of farmers' group life,and transmit the vivid,personalized and diversified image of "agriculture,rural areas and farmers" in the new era.The "agriculture,rural areas and farmers" short video has also become a micro record of rural,agricultural and farmers' images under the background of media integration,and rural space has gradually entered the public communication.The creators of "we media for agriculture,rural areas and farmers" also sprout a more conscious sense of identity of farmers than in the past.The media image of farmers breaks through the original state of "narrated" and shows a strong sense of narrative subject.With the labeled dissemination of agriculture related short videos,what is the new appearance of the construction framework of farmers' image?The two content production modes of PGC and UGC behind the construction of farmers' image in the short videos of agriculture,rural areas and farmers,are there a trend of "integration" under the trend of media convergence?Therefore,starting from the construction dimension of farmers' image as the main body of short video content,this paper explores the driving forces behind the different production subjects of professional media and we media,as well as the era significance and value behind the differentiation and integration of farmers' image.From the perspective of "frame theory",this paper analyzes and summarizes the construction framework of farmers' image in the short videos of agriculture,rural areas and farmers,explores the media framework differentiation of farmers' image construction in PGC and UGC mode videos,compares and analyzes the farmers' image under the two different short video content production modes of PGC and UGC,and analyzes the reasons for the difference construction of farmers' image under the production mode from the dimension of "new media empowerment" This paper summarizes the construction trend of farmers' image in the short videos of agriculture,rural areas and farmers,presents the "farmers' Narrative" framework and development trend of the short videos of agriculture,rural areas and farmers based on the new media platform.Finally,it explores and summarizes the value behind the construction of farmers' image in the short videos of agriculture,rural areas and farmers,and discusses it from four aspects: political value,economic value,cultural value and industrial value.The development trend provides suggestions for the content production and development of short videos on agriculture,rural areas and farmers,provides new ideas for the construction and dissemination of farmers' image,and provides certain practical guidance value for the content production and dissemination of short videos in the follow-up field of agriculture,rural areas and farmers,provides reference for other short video platforms to build short video ecology,and also opens up new ideas for the dissemination of policies on agriculture,rural areas and Rural Revitalization.