Research On Rural Image In Short Videos Under The Background Of Rural Revitalization

In 2017,the Central Committee of the Communist Party of China put forward the strategy of rural revitalization,supported all sectors of society to carry out research on rural society,examined the development status of rural society,and promoted the theoretical wisdom and practical exploration of rural development.With the vigorous development of mobile Internet and intelligent and digital media technology,technology empowers the countryside and users’ content productivity is released.The emerging short video media has penetrated deep into the rural space,based on content,and has become an important means of rural life exhibition.Through individual narrative expression,the underlying groups give the rural image a pluralistic presentation,and also trigger dialectical thinking about the rural image.Based on the communication mechanism of short videos,this study analyzes the content of rural short videos on the Kuai Shou platform,and as of January 10,2022,a total of 257 short videos on the topic of "countryside" that have been certified by the Kuai Shou platform have been screened,drawing on media situation theory and collective memory and other related theories,following the analysis idea of "rural style-villagers-rural scenery",the study found that the rural image presented in Kuai Shou has a binary color: First,the rural image of the countryside appears as a pastoral Utopian image,through the localization of the scene display,After being processed through artistic processing,it satisfies the imagination of modern people for ideal rural life,the countryside has the characteristics of modern civilization from the first-person perspective,and the villagers who are performers in the lens are given a sense of trust in "their own people";second,under the difference between media technology and urban and rural development,the rural image is "stigmatized" and "labeled" processing,and the creator uses urban discourse to demean the rural image,deliberately highlighting the negative characteristics of the rural image,and some videos copy the experience of others.The editing model modeled on the assembly line has erased the diversity of the countryside to a certain extent,exacerbating the crisis of trust and aesthetic solidification.In addition,rural revitalization and short video present a two-way interactive relationship: the rural revitalization strategy pays attention to the comprehensive upgrading of rural image,and short video,as an important medium for rural image presentation,injects vitality into rural revitalization and has multiple values to promote rural development.Finally,based on the analysis of the rural image in the Kuai Shou short video and the interaction between rural revitalization and short video,the optimization suggestions for the rural image in the short video are proposed: dig deep into the cultural core and show the thousands of villages;strengthen the construction of the platform,control the content production;online and offline linkage,and enhance local identity.From the political,economic and cultural values,the short video feeds the rural revitalization and proposes an optimized path to help the comprehensive development of rural society.