Research On The Communication Of Rural Culture By Short Videos Of Agriculture,rural Areas And Farmers From The Perspective Of Rural Revitalization

In recent years,with the rapid development of the information industry,the video industry with the mobile Internet technology as the core has been deeply penetrated into the vertical field,and users have been sinking into the rural market through multiple channels,writing a common chapter of the development of rural informatization and modernization.At a time when the rural revitalization strategy is in full swing,the new approach of "Internet plus agriculture,rural areas and farmers" has brought many factors of production and capital to rural areas.As an important force for short videos to penetrate rural areas,short videos of agriculture,rural areas and farmers are developing rapidly with the positioning advantage of narration based on farmers,becoming a new network space for farmers’ self-expression and providing rare opportunities for the prosperity of rural culture.The key to rural revitalization lies in the construction of rural culture.This paper starts from Douyin,a short video platform on the head,and randomly selects videos made by the creators of new farmers as the research object.The research includes two main parts: the first part involves the communication strategy of short videos of rural culture.It adopts content analysis method to conduct sampling observation,and Outlines the characteristics of short videos of rural culture in content and form through the descriptive analysis of the content subject,scene element,action behavior,picture language and video duration.It is found that the series of short videos of "New Farmer Program" mainly uses the narrative perspective of "farmer standard".The video content activates the unique rural cultural resources and connects the viewers’ yearning for the countryside.The second part involves the driving factors and value significance of rural culture short video communication.The research finds that mobile Internet technology and policy support have promoted the development of rural culture short video,helping the countryside to break the embarrassing dilemma of the little-known agricultural civilization communication.In addition,The establishment of the narrative subject identity of "new peasants" and the re-identification of rural culture also greatly promoted the construction of economic,cultural and ecological civilization in the beautiful countryside.Through in-depth observation of the research results,it can also be found that in the process of spreading excellent rural culture,short videos of rural culture still have shortcomings such as low media literacy of the creators,serious homogeneity of the video content produced,rigid communication emotion,and domination of technology and capital logic.This study believes that,under the current trend of short video creation in agriculture,rural areas and farmers,platforms and creators can also optimize communication strategies in terms of expanding narrative content to touch on major social issues,innovating narrative strategies to build participatory cultural ecology,and providing intellectual support to improve creators’ narrative level.