Research On The Construction Of Rural Image From The Perspective Of Semiotic Rhetoric ——Take Kuaishou Short Video As An Example

With the advancement of visual technology and communication technology,the whole world is generally experiencing a transformation from a language-centered rationalist cultural form to an image-centered emotionalist "visual culture" form,and the whole society has gradually evolved into a visual culture.Based on the practice system and production system,we entered the video-centric era.In this context,the short video platform has ushered in rapid development,so that the power of communication is no longer exclusive to certain groups,and the decentralization of the power of communication and discourse has allowed home-grown farmers and returnees to make a living,as well as "Xinxiang sages" They have become the writers of rural images.They publicly released short videos of rural labor and daily life through the short video platform,and presented the rural images that had long been outside the mainstream discourse in the social network field.,to arouse the audience's emotional resonance with the rural symbols,and to construct the rural image in people's minds.This paper adopts literature research method,text analysis method,in-depth interview method and other research methods,based on the theory of semiotic rhetoric,taking rural short videos as the research object,from the rural image presented in the short video and the symbolic rhetoric construction of rural image,the problems in the rural image and the optimization path are studied in four aspects:The first part is the presentation of rural images in short videos.From the analysis of "rural homes","rural characters" and "rural culture",it is believed that the short video not only presents the audience with picturesque natural rural landscapes,but also depicts a group of people who are content with their homeland and contribute to rural construction.The struggling people show a rural culture that blends tradition and modernity.The second part is the symbolic rhetorical construction of rural images in short videos.It tries to explore the symbols in the three levels of home,people and culture from Pierce's trichotomy of symbols.Starting from visual rhetoric,the organic combination of text,images,emotions,sounds and other symbolic elements and their expressed meanings constitute the rhetoric of short videos.The third part is the analysis of the problems of rural images in short videos.Mainly starting from the "identity concept" in semiotic rhetoric,combined with the self-presentation of short videos and comment feedback to conduct "intertextuality" analysis,it is concluded that the rural images presented in the short videos are different from the real rural images.There are certain problems.The fourth part proposes an improvement path for the problems in the rural image in rural self-media short videos.It mainly starts from three aspects: Xinxiangxian,platform,and public media literacy.