Research On Public Welfare Communication Of Kuaishou Short Video On "Agriculture,Rural Areas And Farmers"

With the rural revitalization strategy,China’s attention to agriculture,rural areas and farmers has risen to a new height.In recent years,the rapid development of "Kuaishou" short video platform has provided an important stage for the diffusion and dissemination of public welfare information of "agriculture,rural areas and farmers",and has also become an important window for the export of rural culture.Public welfare communication of "agriculture,rural areas and farmers" plays a vital role in rural revitalization.The rise of public welfare communication of "agriculture,rural areas and farmers" is closely related to the social context.The disintegration of traditional old links,personalized expression and public welfare spirit inquiry,and technological innovation reconstruction of public welfare discourse space all provide a good opportunity for its rapid development.This study by watching fast platform in the form of public welfare spread "three rural" short video content analysis,combined with the user’s questionnaire,combing and summarizes the current fast "three rural" short video public spread presents the subject diversification,rich content theme,transmission channel stereo matrix,is conducive to promote user self-value and aesthetic interest,emotional resonance and rural memory awakening,donations and the public welfare agenda.In the process of public welfare communication of "agriculture,rural areas and farmers",there are also problems such as disordered communication content,irregular communication channels and audience loss,which violates the original intention of public welfare communication to a certain extent.According to fast "three rural" short video problems in the process of public communication,this paper puts forward specific optimization strategy: form rural public welfare team,embedded material security mechanism,innovative public content form,motivate user content production,improve public communication regulations,perfect information disclosure mechanism,implement collaborative governance,set "calm" function,guide the public rational supervision,cultivate modern public spirit,to promote the full implementation of rural revitalization strategy and the vigorous development of public welfare communication undertakings in China.