| Under the promotion of the rural revitalization strategy,it is an inevitable requirement to promote the endogenous impetus of rural development to link urban and rural needs with digital elements and activate the main body,elements and market of rural revitalization by digital means.As a kind of digital expression,short video has become a new tool for three-dimensional,concrete and multi-dimensional display of rural production and life in the we-media era with the characteristics of "short,flat and fast".With the help of the emerging media form of short video,the vertical segmentation of short video with rural areas as the display site and agriculture,rural areas and farmers as the focus--short video of rural theme came into being,and gathered a strong new momentum of rural revitalization.Short videos on rural themes record the daily life and beautiful scenery of rural areas,show the local conditions and customs of rural areas,and reconstruct people's collective imprint on rural culture.Rural short videos break the dilemma of "information island" in traditional villages,dissolve the estrangement between urban and rural areas,and build a digital bridge for cultural communication between urban and rural areas.Rural short videos have important economic and cultural benefits,from the comprehensive revitalization of rural culture to the optimization of resource allocation to promote the revitalization of rural industries,rural short videos help the comprehensive development of rural economy,society and culture.Rural short videos have become an eye-catching existence in the contemporary "we media" era,and it is necessary to pay attention to them in theoretical research and practice.Based on this background,this paper studies the production strategy of rural short videos under the background of we-media communication.It mainly includes the following contents: First of all,on the basis of explaining the concepts and theories related to rural short videos,usage and satisfaction,the necessity of rural short videos production strategy is analyzed.Secondly on rural theme of short video based on the analysis of production situation of rural subjects short video production reason and the main types of research,this thesis think media technology can assign,mass entertainment needs,capital strategy of rejuvenating power drive,rural and farmers eager to express self is booming rural theme of short video in the present moment.In terms of its content,it can be divided into five categories: rural style,food sharing,rural folk customs,skills display and scene performance.The paper analyzes the production characteristics of rural short videos from the aspects of realization,region and so on.Thirdly,this paper focuses on the production mechanism of rural short videos,analyzes the whole production process of rural short videos from five aspects of production positioning,production mode,production strategy,production quality control and communication,and gives detailed explanation and in-depth thinking through the analysis of relevant cases in the production process.Then,based on the content of rural theme of short video production status,content production based on the analysis of the strategy,to study the rural theme of short video produced in content production problems,thought content homogeneity,audience inertia of thinking and cognitive deviation,single account operation strategy,platform empowerment village is the subject of the conflict of dual main problems of short video,Finally for the problems existing in the rural theme of short video content production,around the government,the producers,operators and managers and other stakeholders perspective respectively put forward the optimization strategy,expected to rural theme of short video finally realize the varieties,specialization of production,so as to promote rural theme is a short video to better development of rural culture,boosting rural economy rapid development,To contribute to the realization of rural revitalization. |
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