| In 2018,in the context of rural revitalization.Sun Heng,the founder of the barn band,launched the"Love Hometown·Village Song Plan" nationwide,Sun Heng leads collaborators to create village songs with villagers in villages across the country,In addition,by co-creating village songs,it helps villagers to make their own voice,develop native culture and promote the inheritance of excellent rural culture,thus reshaping rural cultural identity.The production activity of co-creating village songs shows that villagers exert their subjectivity,initiative and creativity,and subvert the role orientation in media production and use.The core issues to be explored in this article,How do villagers break through the structural restrictions of resources and participate in the production and dissemination of village songs as the main body?What are the reasons and conditions for co-creating village songs?On this basis,how does the media production activity of co-creating village songs construct rural cultural identity?Finally,it explores the relationship between alternative media and the construction of rural cultural identity and the endogenous motivation of rural culture.Based on the participative observation of the co-creation process of 11 village songs,This study describes the production and dissemination process of co-creation of village songs.This study describes the production and communication process of co-creation of village songs,and explains the process of villagers re-understanding rural culture and constructing self-identity and rural cultural identity through co-creation of village songs.Through the analysis of the form,conditions and functions of co-creating village songs,this paper explains how co-creating village songs stimulates the endogenous motivation of the main body of villagers,and points out that co-creating village songs is an "alternative media" outside the scope of professionalism.Co-creation village song is a medium for social actors to organize marginal groups and people at the bottom of the production.Its production process reshapes villagers’ identification of rural culture. |
