Research On Short Videos Communication Of "Agriculture,Rural Areas And Farmers" Under The Background Of Rural Revitalization Strategy

With the rapid development of Internet technology and the short videos industry,digital information technology is going deep into the daily life of countryside.More and more farmers have begun to participate in the production and dissemination of short videos.Stories from the perspective of ordinary people,which deliver folk culture and present a beautiful picture of "agriculture,rural areas and farmers",are deeply loved by people.The implementation of the rural revitalization strategy provides support for the development of "agriculture,rural areas and farmers" short videos from the national policy level.Internet applications provide technical and platform support for "agriculture,rural areas and farmers" short videos.Under the background of "rural revitalization + Internet + short videos",the "agriculture,rural areas and farmers" short videos have realized the unification of economic,social and cultural benefits,promoting the economic and cultural development of the region,and also promoting the pace of rural revitalization.At the same time,many problems have arisen in the short videos of "agriculture,rural areas and farmers",such as vulgarity,homogeneity,and shallowness,due to the lack of supervision and the uneven quality of the media of the creators.Thus,we need to explore the root causes of these problems,only in this way can we help the "agriculture,rural areas and farmers" short videos to take a healthy and sustainable development path,continuously providing assistance for rural revitalization.The thesis is divided into the following parts:The first chapter is the introduction,which mainly introduces the basis and value of the topic selection,the research status at home and abroad,the innovation points and research methods of the research.The second chapter firstly conceptual defines the rural revitalization strategy and the "agriculture,rural areas and farmers" short videos,which lays the foundation for the following research.Secondly,it analyzes the background of the "agriculture,rural areas and farmers" short videos from three aspects: country,platform and creative environment,and clarifies the reasons for the vigorous development of "agriculture,rural areas and farmers" short videos.Thirdly,it sorts out the development status of "agriculture,rural areas and farmers" short video,and explore its performance characteristics in different periods.Finally,it analyzes the value of "agriculture,rural areas and farmers" short videos in rural revitalization,which is the value of economic development,media leadership,and cultural inheritance,and reveals its importance and indispensability in the process of rural revitalization.The third chapter adopts Lasswell’s "5W" communication mode to comprehensively analyzing the dissemination context of "agriculture,rural areas and farmers" short videos from five aspects: disseminator,dissemination content,dissemination channel,dissemination object,and dissemination effect.Sort out and investigate the audience’s viewing motives,viewing preferences,and interactive behaviors for watching "agriculture,rural areas and farmers" short videos by means of questionnaires,understanding their cognition,emotion and behavior of watching "agriculture,rural areas and farmers" short videos.The fourth chapter explores the problems in the development of "agriculture,rural areas and farmers" short videos from three aspects: institutional factors,platform factors and creative factors.The reasons for these problems can be summarized as the imperfect relevant national system,the lack of supervision of online platforms and low media literacy of creators.The fifth chapter,on the basis of the previous article,put forward suggestions to optimizing strategy for the dissemination of "agriculture,rural areas and farmers" short videos,which also from three aspects: system,platform and creative factors.The government should improve the construction of rural infrastructure and pay attention to the power of youth;platforms should strengthen supervision and recommend diverse information;creators should improve media literacy,create high-quality content,and convey correct values.