The Research On Short Video Communication Of New Rural Elite Culture

At the end of 2020,our country achieved a comprehensive victory in the battle against poverty.The focus of the " agriculture,rural,farmer " work historically shifted to Comprehensively promoting rural revitalization.The New rural elite culture endogenous in rural society is of great significance in the revitalization of rural talents and culture.At present,short video as a communication technology is being embedded in people’s daily life,and it also provides a new field for the communication of New rural elite culture and helps the visual communication of New rural elite culture.Therefore,observing the short videos of New rural elite culture from the perspective of communication can not only expand the research perspective of New rural elite culture,but also provide a reference for optimizing the communication effect of the short videos of New rural elite culture.New rural elite culture short videos refer to short videos whose main content is to express and spread New rural elite culture,which can show the individual or group characteristics of New rural elite,and highlight their values of serving rural development and promoting rural revitalization.It can be divided into five categories: news reports,real-life shooting,micro-propaganda films,micro-documentaries,and activity records.It presents three major characteristics: strong regionality of both parties,extensive extension of content and meaning,and multi-subjectivity of characters.In terms of communication methods,the short videos of New rural elite culture generally act on user cognition from an endogenous perspective,act on user understanding with symbolic performance,and act on user identification with emotional carnival.The number of likes and comments on the short video of New rural elite culture is not high,the communication effect on the user’s attitude and emotion level is good,and the communication effect on the user’s behavior level is not ideal.There are still difficulties in the communication of short videos of New rural elite culture,such as out-of-focus narrative objects,homogenization of content,and deformity and stratification of account echelons.The blunt way of propaganda of New rural elite culture,the contradiction between quality and efficiency caused by fragmented communication logic,and the disorderly short video competition of New rural elite culture are the reasons for these difficulties.We can optimize the communication of short videos of New rural elite culture from three aspects: relying on the endogenous perspective of New rural elite to shape the role of cultural spokesperson,using rural characteristic resources to realize the differentiation of short video content,and gathering the strength of villagers to build a short video organization of New rural elite culture.