| In the era of social media,short videos based on Douyin,Kuaishou and Toutiao have had a great impact on their way of life,communication and cultural structure after they entered the countryside.Many cultural symbols such as farmers’ daily behavior and customary activities are endowed with new connotations in this process.Short video is not only a form of media that breaks the boundaries of previous time and space communication,but also reflects the individual narrative and the decentralization of the right to speak to the bottom groups of society.From the perspective of Goffman’s theory of evidence,returning youths construct self-images with self-active narratives and continuously release the vitality of the main narrative,which is also a dramatic performance in nature.This study takes self-presentation as the theoretical framework,from the perspective of the media practice of returning youth,and uses the research methods of text analysis and in-depth interviews to specifically explore how this group presents itself through short videos.And why are they presenting this content? What kind of image are they trying to construct with the content they present?Finally,this media behavior is investigated in a broader social structure and cultural context,and the cultural metaphors and identity issues reflected behind it are explored,and based on the above analysis,the identity of this group in the process of self-presentation in short videos is summarized.identity dilemma.The specific conclusions are as follows:1.After a long-term analysis of short video texts of returning youths,it is found that although they are created in the context of rural construction and development,like the short video practices of other farmer groups,they present topics and topics in their content.In the way,I deliberately avoid connecting myself with "earth-flavored videos".In contrast,they pay more attention to the dissemination of topics such as agricultural expertise,education of left-behind children,and rural future development,in order to seek personal development,record self-growth,and appeal to rural feelings.2.Through video analysis and in-depth interviews with the returning youths,it is found that in order to differentiate themselves from the migrant groups and rural youths with left-behind experience,this group conducts interviews with daily life and Choose your own role-playing options.And through the setting of "name",strengthening the identity of "new peasant" in the difference between the inner group and the outer group,interacting in the circle to find the group belonging,etc.to realize the identity identification process,trying to build oneself into an agricultural professional knowledge.The image of a leader,a recorder of rural cultural customs and rural issues and a thinker of rural development.In the process,they have highlighted the professional advantages and insights that other farmer groups cannot match by deeply cultivating vertical content,mining rural educational materials,avoiding spoof narratives,and exploring rural trends.3.The media logic is embedded in the daily life of the countryside.As actors,the returning youths give full play to their own endogenous and dynamism,reshape the rural social landscape,disseminate and reproduce rural culture,jointly construct the rural media landscape,and awaken the peasants’ collective memory.And by interacting with others in the two dimensions of real space and cyberspace,so as to complete the construction of identity and obtain more group identity.4.As the main force in the use of new media and the dissemination of rural culture,the content they produce is widely disseminated,which is conducive to breaking the long-standing urban-rural dualistic social structure and the "marginalization" of farmers.However,we should realize that the construction of this kind of identity comes from the network,the network is linked with social capital,and the content produced by users can easily turn them into puppets of capital;in addition,the main identities of urban and rural areas are based on the social system and cultural background.This kind of division is conducive to the formation of group identity,but if the group is divided and identities are defined according to this single and clear boundary,then the identity identity may lead to the dilemma of farmers being "marginalized" again.Reflecting on this phenomenon and problem is the result of individual lonely carnival under virtual social networking and business logic in the context of short video. |
