| In the context of rural revitalization and intelligent media integration,digital communication in rural areas has become the main communication method.Douyin short videos with the characteristics of "short","flat" and "fast" have started to become "new farming tools" and empower "new farmers" to carry out self-narratives in rural areas.In order to explore the influence of media technology and the media practices of audiences more comprehensively,scholars Jing Yixin and Shen Jing have introduced the theory of availability into the study of new media communication.Combining the emphasis of scholars on the relational properties of availability,the characteristics of audiovisual media itself and the current practical experience of audiovisual media availability research,this paper analyses the availability of rural short videos on the Douyin platform in four dimensions: materiality,embodiment,interactivity and economy.It explores the possibilities offered by the platform,the perceptions and practices of users of such availability,the impact of technology,people and interpersonality on the communication process,and the correlation between availability and communication effects,in order to facilitate the dissemination of short videos on social media platforms.The study shows that availability has strong interpretative power in current new media research: in the material orientation,the development of media technology has lowered the threshold of users’ content expression and content consumption,providing the possibility of connection between content and content,content and people,and people and services.In other words,short videos integrate the Internet,artificial intelligence technology,algorithm technology,and graphic technology,and possess properties similar to those of infrastructure,such as scale,universality,and indispensability,playing a significant role in daily life,digital economy,public services,and national governance.In the embodied orientation,the unadorned body,the natural body,plays a major role in the rural narrative.Showing real life scenes increases the credibility of the content and helps break the stereotypical image of rural-themed short videos.In addition,the power of the unmodified body helps to break the "body myth" under the filter and make everyday life an art.In terms of interaction,the platform seems to provide users with multiple ways of interaction,trying to balance social and commercial attributes.However,in the process of actual operation,the social attributes tend to weaken.Very few users with high viscosity will effectively interact with authors and content,forming emotional resonance,becoming an emotional community,achieving self-identity and identification with rural culture.Most users become free digital laborers,producing data for the platform in the form of likes,and these interactive data hide a kind of hang-up on the data,highlighting the trading attributes of the platform.In the economic orientation,short videos activate rural tourism resources by means of content,sell agricultural and sideline products and other commodities in the form of e-commerce,and daedalus can also cash in through advertising.Short video provides multiple possibilities for rural economic development,but the rural economy in what way,but also need precise positioning,differentiated operation. |
