| In the context of further consolidating the achievements of poverty alleviation and comprehensively promoting rural revitalization.With the rapid development of short videos of rural food on major short video platforms,such short videos not only drive farmers to increase their income and get rich by selling special agricultural products through online sales channels,but also become an important window to show the image of the countryside and enhance urban residents’ recognition of the countryside,which is of great benefit to the overall promotion of rural revitalization.Therefore,it is necessary to carry out research on short videos of rural food,in which emotional factors can not be ignored to promote the spread of such short videos.Therefore,based on the theory of empathy communication,this paper takes rural food short videos as the research object,analyzes the empathy communication path of rural food short videos on various short video platforms by means of content analysis,case study and comparative analysis,and aims to explore how such short videos promote the communication of short videos with food as the carrier and the theory of empathy communication.Based on the comprehensive influence list of short video accounts of rural food on short video data analysis platforms such as Xindou,Mama Cicada and Feke,this paper randomly selects the top short video accounts of rural food,and studies the short videos with the highest number of likes among them.The specific findings are as follows: the life-style scene construction,soothing and melodious sound landscape and appealing picture presentation are the main characteristics of this kind of short video content,among which the emotional atmosphere full of human fireworks,unique local dialects and distinctive characters are of great benefit to promote the spread of this kind of short video content.This paper mainly takes empathic communication as the theoretical basis and combines three stages of empathic communication: The communication strategy of this kind of short video is analyzed.This kind of short video first renders users’ emotions with real scenes,typical characters and the theme of love,and then wins users’ recognition by creating a common field,narration from the third perspective and a script based on life.Finally,under the premise of recognition,users enter the stage of empathy attention.Drive behavioral empathy in users.It is not only helpful to tell rural stories in the new era and present a positive rural image,but also of great significance to revitalize the countryside. |
