| The development of social media and the popularity of mobile Internet provide fertile soil for multi-element network culture.The vigorous development of short video industry and the characteristics of low threshold provide a platform for self-expression to many underdeveloped groups from underdeveloped areas.In the network environment where most people are more willing to show "beauty","rustic videos" has occupied a field by virtue of its "down to earth" flavor,attracting a large audience,who watch them based on their different needs as providers of traffic.Due to its grassroots nature and short development time,"rustic videos" inevitably have certain shortcomings,but it is undeniable that their popularity has also broadened the channels for the dissemination of local culture.Cultural communication cannot do without medium carrier.As a typical representative platform for the distribution of "rustic videos",this thesis takes the short video platform of Kwai as the target media for research.Based on the use and gratification theory and other communication theories,this thesis uses literature analysis,participant observation,questionnaires and in-depth interview to explore the audience’s use and satisfaction of these videos,and to provide suggestions for the healthy development of "rustic videos".The full text is divided into four chapters.The first chapter introduces the development of "rustic videos",firstly,it presents the development of "rustic videos" in terms of the reasons for their emergence and development history,secondly,it differentiates the existing "rustic videos" according to their content,and finally,it summarizes the general characteristics of the current "rustic videos".Finally,summarize the general characteristics of the current "rustic videos".In the second chapter,questionnaires and in-depth interviews,are used to analyze the audience’s statistical characteristics,media usage behavior and motivation of the audience of "rustic videos",so as to present the usage of the audience of "rustic videos" with data and lay the foundation for further analysis.The third chapter deeply analyzes the demand satisfaction of the audience,explores the demand satisfaction of the audience,and makes corresponding evaluation.The fourth chapter,based on the observation and the survey results,summarizes the problems and analyzes the problems of "rustic videos",and puts forward reasonable suggestions for the shortcomings of the Kwai "rustic videos" which have been discovered,in order to provide some inspiration for the creator and communication platform of "rustic videos" and properly regulate them so as to make the "rustic videos" develop healthily,help spread excellent local culture. |
