Research On The Empowerment Of Rural Female Users By Short Video Platform From The Perspective Of Media Affordance

As the countryside is rapidly pushed into the track of informatization and digitalization,a large number of rural women have joined the practice of short video platforms.The short video platform provides rural women with a stage for self-expression and a space for social interaction,and also gives them the opportunity to engage in economic production activities in cyberspace.Rural women have realized their own empowerment in the interaction with the short video platform.As a "relationship" perspective,affordability theory has profoundly clarified the interactive relationship between media and users and provided a feasible path.From the perspective of sex,explore the ways and means of short video platforms to empower rural female users.Tthis paper first analyzes the relevant overview of the short video platform,and analyzes the affordances of the short video platform,laying the foundation for subsequent research.Secondly,according to the theoretical framework of media affordability,discuss how the short video platform empowers rural women from three aspects: production affordances,mobile affordances,and social affordances,and what powers it empowers rural women.The affordability of production endows rural women with visibility.Through the presentation of body,discourse and emotion,rural women become "visible".As a result,rural women realize the control over their bodies,begin to pay attention to themselves,and affirm their self-worth;Affordability has expanded the practice field of rural women,the social space of rural women has been reconstructed,information acquisition has been more convenient,and employment opportunities have increased;mobile affordability has realized the empowerment of rural women in these three aspects;Affordability boosts the construction of rural women’s discourse power.In the short video practice,rural women complete the construction of self-identity,realize identity recognition through interaction,and construct discourse power through emotional resonance.Finally,by thinking about the practice process of rural women’s participation in short videos,the enlightenment for women groups is summarized: optimize the content of communication to enhance the visibility of women groups;rationally use resources to expand the field of practice;form group joint forces to enhance women’s voice.