Research On Short Video Dissemination Of Rural Cuisine Based On Scene Theory

With the popularity of mobile devices,short video has sprung up and developed rapidly relying on various application platforms.Data shows that rural food short videos have become a growth hotspot in recent years.A large number of creators poured into this field,including many high-quality bloggers such as "Li Ziqi","Sister Tao in Sichuan","Xiaoge in Western Yunnan","Grandma Pan","Classmate Zhang" and"Xiaojie in Mountain village",and the video contents and types are becoming more and more diversified.Rural food short videos have become an important window for contemporary farmers to show their new rural life.This paper adopts a combination of quantitative and qualitative research methods,selecting the rural food short video accounts on the Tiktok platform as the research object,and using the scene theory to analyze the dissemination rule of rural food short video.The first chapter is the introduction.The second chapter uses the content analysis method to explore the specific content presentation of the sample account from the four dimensions of influence,video type,authentication label and geographical location.The third chapter uses the case study method and in-depth interview method,combining with the "four elements of scene" proposed by Peng Lan,basing on the current mobile internet era,to explore the scene construction in the video from the four micro dimensions of spatial environment,real-time state,life inertia and social atmosphere.The fourth chapter analyzes the construction of the blogger’s image which as the core element of the scene basing on the dramaturgical theory.Basing on the "five forces of the scene" proposed by Robert Scoble and shell Israel,the fifth chapter puts forward five suggestions for video creation and development from the five macro dimensions of mobile devices,social media,big data,sensor and positioning system basing on the upcoming scene era.The research shows that the types of rural food short videos show a diversified development trend.Producers construct video scenes by presenting quiet and simple rural countryside,creating empathic cultural space,combining traditional technology and modern culture,highlighting family warmth and rural human feelings.The characters presented in the video can be summarized into the following four types:gourmets who love life,guardians of rural homes,disseminators of traditional culture and narrators of Chinese stories.Finally,the paper puts forward five suggestions on the problems existing in the development of rural food short videos:improving the Internet penetration in rural areas,realizing two-way interaction and emotional communication,giving consideration to personalized and diversified push,enhancing users’ sense of device experience,and developing rural tourism to help rural revitalization.