Research On The Role And Normative Development Of Agriculture-related Short Video In Yimeng Mountain

With the development of the mobile Internet and the rise of fragmented audio-visual demand,short videos have become a popular form of content consumption for the public based on their own characteristics such as short time,fast dissemination,low production threshold,and large information volume,and short videos have released unprecedented vitality,and various new formats and models have been derived in the integration and development with all walks of life.The trend of combining short video production with agriculture,rural areas and farmers is becoming stronger and stronger,and agriculturerelated short videos that show rural production and life and the spiritual outlook of farmers have developed rapidly,conveying the image of China's rural society in the new era.In view of this,it is particularly important to explore the impact of agriculture-related short video production on the changes in social functions in rural areas.Taking Yimeng Mountain as the research area,relying on the most representative Douyin and Kuaishou platforms,this paper adopts the method of purposeful sampling,selects 30 farmer creators and their works in Yimeng area as the research object,and takes the rising conditions,production characteristics,production motivation,role and normative development suggestions of agriculture-related short video production in Yimeng Mountain as the research focus of this paper.The study found that under the support of local policies,culture and infrastructure construction,the production of agriculture-related short videos in Yimeng Mountain District,with young and middle-aged farmers as the main creative group,showed the production characteristics of diverse types,rich themes and significant regional characteristics;at the same time,through in-depth interviews with the creators interviewed in Yimeng Mountain And taking root theory analysis,it was found that the production motivations of agriculture-related short video content were: entertainment,self-realization,interest drive,social identity,social interaction,practicality and ease of use.Driven by the above seven behavioral motivation factors,the subjective willingness of farmers to participate in creation has been continuously strengthened,and the short video production behavior has finally been generated,forming an agriculture-related short video content ecology based on daily life records,special agricultural product publicity,skills and talent displays,and rural customs and folklore.In addition,based on the interpretation and analysis of the research results,the in-depth interview method was used to further explore the role of agriculture-related short video content production behavior on rural areas driven by behavioral motivation factors.The research shows that the emergence of short video forms has made the Internet format change to integrated development,agriculture-related short videos have realized the deep integration of media platforms,farmer creators and users,and formed a "short video + agricultural products" business model,which forms information interaction through online communication and interaction of short video platforms,integrates rural natural resources,and promotes the transformation of symbolic capital such as praise and praise into economic capital,thereby realizing the value co-creation of farmers,users and platforms.Therefore,the production of agriculture-related short video content is considered to be the specific practice of effectively implementing the rural revitalization strategy,and it is also an effective way to improve the development of rural economy,broaden the sales channels of agricultural products,and support rural revitalization and development.The emergence of agriculture-related short videos has given farmers the possibility and equality to participate in production and expression,and rural society has reactivated the visibility of rural society with the expression of peasant subjectivity,so that agriculture-related short video production plays an important role in helping to modernize rural social governance,build a peasant discourse system,and enhance farmers' selfexpression subjectivity;at the same time,agriculture-related short videos as a carrier of local culture also lay the foundation for breaking and alleviating the differentiation of urban and rural cultural development,and realizing active cultural expression in rural areas and farmers.Finally,the analysis of the potential risks of agriculture-related short video content production in this paper finds that the current production of agriculture-related short video content shows a deformed development tendency such as spontaneity,low quality content,distorted value orientation,and obscuring public issues,and the "short video + agricultural products" e-commerce model also has potential risks such as immature development and difficulty in generating economies of scale.Based on the research conclusions of this paper,this paper puts forward suggestions on content creation and short video e-commerce operation from the main level of farmer creators,platforms,and governments to help the standardized development of agriculture-related short video production.This article believes that only by continuously improving the media literacy of farmers' creators,guiding the correct creative value orientation,and forming a linkage between government policy guidance and platform funds and traffic subsidies can we launch high-quality content production,continuously attract the attention of the audience,enhance fan stickiness,and achieve content production to a higher level.At the same time,in view of the short video ecommerce paper,we tentatively propose a rural short video e-commerce operation model,explore the cooperation mechanism between the government,platforms and other social enterprises,support the content production and e-commerce operation of farmers' creators,and achieve the sustainable development of rural short video e-commerce by building a complete e-commerce operation system.