Practice Research On Empowerment Of Rural Female Anchors On KUAI SHOU Platform

The innovation and progress of network technology have prompted the explosive growth of social media.As a popular short video platform in second and third tier cities and rural areas,Fasthand provides opportunities and choices for rural women to participate in digital practice.The new media has changed the traditional social relations,so that rural women have received more attention.Its empowerment function has promoted the awakening of selfconsciousness of rural women users.Based on the empowerment theory,and referring to relevant domestic and foreign literature,this paper comprehensively uses participatory observation,interview and other qualitative research methods to explain and analyze the media practice and empowerment behavior of rural women on the fast hand platform.Research has found that the creative motives of rural female anchors,such as escaping from traditional disciplines,shaping ideal self and obtaining self-efficacy,have prompted them to contact and use social media such as Kwai.In the process of content production and video live broadcasting,social interaction among different subjects,relevant help from the government and social organizations,packaging of teams and other empowerment paths have enabled them to obtain information,emotional support and achieve empowerment,It highlights its own value.The final effect of empowering rural women by media is that new media broadens the income channels of rural women,changes the marginal position of rural women in the era of traditional media to a certain extent,and finally gains the ability of critical thinking and action.The acquisition of ability can further promote their sense of selfefficacy and self-awareness.Therefore,the whole process of rural female anchors’ participation in social media empowerment practice is a process of mutual promotion and two-way circulation.At the same time,the digital practice of rural female anchors in the fast hand platform needs to constantly improve the media literacy of rural women,guide them to establish a correct gender concept,and work together with multiple subjects to improve the social status of rural women who are relatively marginalized.