Research On Creative Communication Of Li Ziqi’s Short Videos Of Agriculture,Rural Areas And Farmers

The document NO.1 of the Central Government has focused on agriculture,rural areas and farmers for eighteen years.The collision and integration of " agriculture,rural areas and farmers " and short videos have prompted the emergence of short videos of agriculture,rural areas and farmers,which provided a new path for farmers to realize their own values and get rid of poverty and become rich.In the rural revitalization,the short videos of agriculture,rural areas and farmers rely on the video power to drive the spread of rural culture,and then drive the development of agricultural product economy and tourism.Li Ziqi won the title of pacesetter of the first "National Young Pioneer of Rural Revitalization" in 2022.Her short videos present the characteristics of agriculture,rural areas and farmers in the new era.Her successful experience has important reference value for other short videos of agriculture,rural areas and farmers.Therefore,this study selects Liziqi’s short videos which are the typical cases in the short videos of agriculture,rural areas and farmers as the research object and uses the methods of content analysis and case study to study them.Firstly,this study summarizes the background and development process of short videos of agriculture,rural areas and farmers.There are three main problems: vulgarization of content,homogenization of theme and simplification of communication channels.Secondly,in order to solve these problems,this study analyzes the advantages,disadvantages and improvement measures of Li Ziqi’s short videos by using the creative communication theory.It summarizes the advantages of Li Ziqi’s short videos on agriculture,rural areas and farmers,mainly including "building a rural picture,creating a poetic communication element ","shaping a variety of images,dispelling farmers’ media stereotypes","establishing a communication matrix on multiple platforms" and "brand industrialization management".However,there are also some deficiencies,such as "aesthetic fatigue caused by video content programming","multi platform content homogenization" and "low traffic conversion rate".And then in view of the shortcomings of Li Ziqi’s short video,this study puts forward three suggestions: "increase the story plot,improve the shooting method","fit the tone of the platform,launch the content differently","improve the traffic transformation and increase the product category".Finally,Li Ziqi’s case study is of great reference value to the development of the short video industry of agriculture,rural areas and farmers.It is concluded that other short videos of agriculture,rural areas and farmers should "pay attention to content creativity,build an exclusive communication element","clarify the communication audience,create a unique personal design","broaden communication channels and strengthen brand management",which will help to promote short videos to become a new window for farmers to show their life and a "new farm tool" for poverty alleviation and prosperity.