Short Video Practice And Content Production Of Poverty Alleviation Rural Anchors

The mobile short video medium represented by Kuaishou makes the power of communication no longer exclusive to certain groups.The decentralization of the right of communication and the right to speak has led to farmers' extensive participation in the production of short video content.The policy background of the country's precise poverty alleviation,the technical inclusiveness of short video platforms,and the audience's preference for rural short videos have jointly promoted the birth and development of poverty alleviation rural anchors.Poverty alleviation rural anchors master the self-media operating mechanisms such as short video production and fan gift realization,actively build their own influence,accumulate fan traffic resources,achieve personal poverty alleviation,and further promote rural economic development.This study takes 30 poverty alleviation rural anchors selected by the Kuaishou platform as the "Happy Rural Leaders" as an example.Through the "Feigua Data",which is the ecological service platform of Kuaishou short video,a total of 300 short videos are selected as the research samples.The case analysis method is the basic research method,Through case analysis of 30 anchors selected as "Leaders of Happy Country",the short video content production mechanism and existing problems of poverty alleviation rural anchors are summarized.The study found that short videos of poverty alleviation rural anchors are trying their best to adapt to the short,flat,and fast characteristics of the Kuaishou platform in terms of theme content and expression.There is a phenomenon of serious patterning and lack of aesthetic value.Short video content production materials come from rural culture,fan interaction,intangible cultural heritage presentation and event promotion.The content production method is trying to change to the PUGC model,but it still retains a sense of roughness and simplicity.In terms of communication channels,poverty alleviation rural anchors use relatives and friends,platform traffic tilt,and mainstream media reports to enhance their communication power.On the whole,short videos of poverty alleviation rural anchors have strengthened the mainstay status of farmers in poverty alleviation,stimulated the vitality of rural culture,and become a new medium for the poverty alleviation industry,helping rural areas to overcome poverty.Due to the lack of media literacy,cultural habits,capital entry and distribution channels,many problems exist in the production of short video content for poverty alleviation rural anchors,which require the joint efforts of individuals,platforms,and the government to solve them.In content production,individuals must enhance media literacy,cultivate high-quality content,enhance aesthetic experience,and use multi-platform composite communication.The platform must promote technology inclusiveness,improve policy support and industry standards,and strengthen value guidance.The policy should strengthen the education and cultural support for poverty alleviation rural anchors.Only with the concerted efforts of the three parties can the "short video + poverty alleviation" model be able to sustain and benign development.