Research On The Short Video Media Image Of Rural Teachers Under Discourse Theory

Rural teachers as the basis of rural education revitalization,its media image is of great significance.According to statistics,the huge group of rural teachers appears rarely in the mass media,and the image is single,or even disappears from the public’s view.With the emergence of the short video industry,the monopoly of traditional media on communication rights has been broken,allowing the general public to have the opportunity to express their words to the outside world and have the real right to speak,among which the rural teacher group reappears in the public’s vision and obtains a certain degree of discourse status through the self-image presentation in self-media platforms.Taking 10 rural teachers on the Douyin platform as the research object,this paper selects30 video samples from 10 rural teachers with a large number of likes from January 1,2020 to October 1,2022.Starting from the aspects of the characters,presentation forms,and event content,analyzes the communication content of rural teachers’ short videos based on Foucault’s discourse theory,and explores the content of rural teachers’ short videos and the types of selfpresented media images.At the same time,the media image of rural teachers constructed by mainstream media such as People’s Daily and China Education Daily through reporting was sorted out and summarized,and the media image types presented by rural teachers by selfmedia were compared with the differences,and on this basis,reflecting on the self-presentation and media image construction of short videos of rural teachers.It is found that the short video media images of Chinese rural teachers under the discourse theory are mainly three types under political,cultural and economic discourse.The images under political discourse include rural new village sages,public welfare volunteers;the images under cultural discourse include the new generation of rural teachers,good juniors of parents,watchmen of rural education,the new farmer with his feet stained;the image under economic discourse includes rural economic revitalization facilitator and internet celebrity economic participant.By comparing with the media image types of rural teachers in mainstream media,it is found that there is a common social image and professional image between the two,and at the same time,there are differences between the two in terms of discourse meaning,narrative perspective,discourse strategy,and construction method.Combined with comparative analysis,it is found that the media image of rural teachers’ short videos mainly has low social status and weak media discourse power;Commercialization tendency,image catering to the audience;In view of the lack of benign interaction and insufficient topics among rural teachers.The study proposes to improve media literacy and enrich the discourse of rural teachers;Restore the life of rural teachers and tell rural teaching stories well;Carry out benign activities,expand the topic of rural teachers and other optimization suggestions,so that the public can understand more comprehensive,objective and real rural teachers.