Research On Short Video Of Rural Entrepreneurs In Kuaishou Platform From The Perspective Of Media Landscape

The implementation of rural revitalization strategy and the development of media technology promote the rise of rural short video.The emergence of short videos in rural areas has enabled more users in rural areas to participate in media activities,in which"rural entrepreneurs" have become an effective force in rural groups.Short videos of rural entrepreneurs have also become a unique media landscape.Based on the media landscape theory,this paper makes comprehensive use of content analysis method and in-depth interview,and takes rural entrepreneurs in Kuaishou platform as the research object.This paper mainly conducts researches in three aspects:First,it analyzes the media presentation of short videos of rural entrepreneurs.Second,from the perspective of commercialization,explore the commercial elements in the short video of rural entrepreneurs and its impact.Third,explore the ideological symbols and connotation of the short video landscape of rural entrepreneurs.It is found that at the individual level,the short video landscape of rural entrepreneurs reconstructs the personal image and social identity of rural entrepreneurs by means of media.On the cultural level,the short video landscape of rural entrepreneurs breaks the inherent image of the countryside in the film and television media,and promotes the aesthetic of rural culture from the traditional to the modern.In terms of social economy,short videos of rural entrepreneurs have driven the development and prosperity of rural economy and boosted the reconstruction of rural economic model.