Content Production Of Rural Womens KOL ——A Case Study Of Kwai Platform

The short video platform has won the favor of rural women because of its low threshold.From Li Ziqi to rural Huijie,rural women's online popularity has become a characteristic group that can not be ignored on the short video platform.Therefore,this article takes this opportunity to explore the content characteristics and the production mode of short videos produced by Kwai hung rural women by using content analysis and in-depth interviews.The study found that the short hand videos taken by rural women had significant group characteristics: they mostly showed family roles as wives and mothers,and had strong Kwai related attributes.In the image,it often presents a simple image without makeup and filter,showing the real self;Generally speaking,he has a positive attitude,but his dissatisfaction with family life can be seen from his negative emotional expression.The videos released by rural women mainly include recording,language,talent,sitcom and face value,among which the "living" recording category with the lowest shooting threshold accounts for the most.Behind the production behavior is the drive of rural women's internal economic interest demand and emotional expression,and technological empowerment and national policy support are important external drivers for rural women to turn from consumers of short video platform to producers.In production practice,rural women start from imitating popular videos and gradually establish and maintain personal design;In terms of shooting content,the real life scene is interpreted and processed,gradually blurring the boundary between life and performance,and a fixed and routine reproducible content template is formed according to the flow feedback,so as to ensure the stable popularity.It is worth noting that rural women are influenced by many forces such as platforms,training organizations,family members and audiences in the process of content production.Among them,the training organization is a new thing that caters to the needs of rural women in recent two years.It integrates the "hierarchical structure" of wechat merchants and the "resource integration characteristics" of MCN,and mass produces rural women's online celebrities in the direction of platform traffic.What needs to be vigilant is that a series of invisible means are circulating in the short video platform with natural commercial background to incorporate and discipline rural women,so that they deepen their self stigma with eye-catching content in chasing traffic.Rural women gradually explore a potential and mild way of resistance in the game with various forces,realize the freedom and autonomy of expression by constructing the separation between private domain and label,and graft the bridge of rural women's own social capital production and transformation by relying on the social attribute of short video.