| With the support of current digital intelligence technology,the short video industry has developed rapidly,and its development momentum is as fierce as ever before.Especially in the process of vertical dissemination and development of various short videos,"agriculture,rural areas,and farmers" short videos stand out because of the gradually improved rural communication infrastructure and reduced rural network access costs,making rural areas a new highland for short video development.With the comprehensive and in-depth promotion of rural revitalization,the development of "agriculture,rural areas,and farmers" short videos is also in full swing under the support of relevant policies.The short videos of "agriculture,rural areas,and farmers" embody rich cultural connotations,which can further promote the cultural revitalization of rural areas and have certain practical significance and strong research value.The concept of green governance has emerged in the field of ecological environment,reflecting the essence of putting people first and taking ecology as the core.In the field of journalism and communication,green governance means maintaining the healthy development of media ecology.Any organism needs to live in a certain environment,and only in this environment can it have vitality.Green governance is the necessary direction for the sustainable development of media ecological environment.From the perspective of green governance,there have been some chaos in the short video dissemination of "agriculture,rural areas,and farmers".We fully recognize the importance and necessity of using relevant regulations for governance,which will help promote the purification of the online communication environment.This paper takes the theoretical framework of green governance as the research entry point,and takes the "three rural" short videos on the Tiktok platform as the research object.Through literature review,case analysis,data analysis and other methods,this paper conducts a detailed study on the transmission characteristics of the "three rural" short videos on the Tiktok platform,the problems in their transmission,and how to regulate their anomie by means of green governance.Based on the content analysis of 30 "three rural" creators and 90 video samples randomly selected from the Tiktok platform,it is found that the "three rural" short videos on the Tiktok platform have four characteristics: truly showing rural life,using body narration to reflect the wisdom of farmers,forming identity among audience groups to maintain emotional ties,and driving the common development of rural economy.The dissemination of short videos on agriculture,rural areas,and farmers has also brought about corresponding issues of anomie,such as the homogenization of video content,the detachment of physical dissemination from the original intention of agriculture,rural areas,and farmers,the pursuit of traffic flow in the dissemination of short videos on agriculture,and weak awareness of helping farmers.Research suggests that from the four dimensions of "ecology economy culture society" in green governance,we should regulate the anomie of short video dissemination in agriculture,rural areas,and farmers.Firstly,we need to refine the operating mechanism of short video platforms,secondly,we need to maintain good interaction between transmitters and receivers in the process of short video dissemination,and thirdly,we need short video platforms to continuously increase the volume of green discourse in the dissemination of content in agriculture,rural areas,and farmers,Fourth,the government and relevant management departments should introduce relevant laws and regulations and provide diversified service guarantees.Only in this way,the chaos of "agriculture,rural areas and farmers" short video transmission in the Tiktok platform may be effectively managed. |
