Research On The Media Spectacle Construction Of New Rural Area In Short Videos On Douyin Platform

In the context of urban-rural integration and the massive spread of information technology,mobile terminals are reshaping the logic of public life,and rural people have become the new generation force participating in Internet activities.With its abundant content,convenient publishing,and fast information transmission,the short video on Douyin platform has become one of the most popular and most frequently used apps by Internet users.The rural landscape has formed a brand-new media landscape through the dismantling,reconstructing,and publishing of the short video media,which influences the ideology of rural groups,changes the traditional rural culture and life,and becomes a field of discourse conflict between urban and rural areas.From the perspective of media landscape theory,this thesis introduces communication theories such as “agenda setting”and “carnivalization”,to deeply analyze the development status,content production,relevant problems and cause analysis of the new rural scenes presented in the Douyin Platform,hoping to reveal the phenomena,problems,and causes of the current construction of the new rural media landscape.The Douyin Platform,through granting technological empowerment,has led to the strengthening of farmers’ discourse,the return of farmers’ subjectivity,and the breaking of the one-way communication of mainstream media,which has further deepened its control over farmers’ consumption and life.This thesis analyzes the current situation regarding the construction of the new rural media landscape in the Douyin Platform through content analysis and case study method,and finds that the media landscape in the Douyin Platform is influenced by the combination of the popularity of digital network technology,the operation mechanism of Douyin Platform,and the guidance of official policies,which leads to the problems of media obscuration and disorientation of rural groups in the process of media communication.With the improvement of the economy and culture of new rural areas,the construction of a new rural media landscape on the Douyin Platform will be endowed with more content and functions,presenting a variety of new rural scenes.This requires the joint effort of user groups,content production,and commercial operation to promote the construction and presentation of the new rural media landscape,thus promoting the implementation of rural revitalization strategy and the all-round development of new rural areas.