Research On Content Production And Communication Path Of Rural Short Video From The Perspective Of Media Scene Theory

In the era of mobile Internet,rural development is an important issue that cannot be ignored by the country.Under the impetus of digital rural construction,rural revitalization is in full swing,more and more rural main body using new media technology to spread rural culture,whether Tibetan charming young "Ding Zhen" or record his hometown daily life "zhang",the new body narrative and rural culture transmission space was greatly expanded.The empowerment of new media technology provides an opportunity for villagers to record the countryside and express themselves.Compared with the self-object village flavor video under the "city gaze",what is more popular is many "natural carving" village broadcast content,so that the countryside is more "seen".Short video has pointed out a new way for rural development and cultural communication,and since then,the rise of "rural" short video.The research through the participatory observation method,case analysis method,with "village" short video as the research object,at the same time in the Tik Tok APP platform selected 100 record rural life subject account observation comparison,from each account video content style,IP dependency,fans,quantity,spread influence to contrast.Based on the theory of media scene research found that the current "village" short video is in the form of emotional narrative socialization,and the content of the rural short video production mechanism,from the content of the original to realize value,production mode and transmission mode constantly in innovation to meet the direction of the development of new media.The emergence of a large number of "new farmers" to reproduction implementation "circle" spread,in the realization of identity and value identity on the basis of rural culture and civilization,new media gives self discourse expression let more rural residents "seen",to reconstruct the cultural identity between urban and rural,the spread of "country" short video value is fully reflected.But however,"country" short video in the process of content production and transmission exist some inevitable problems,missing in the scene,quality and expression,therefore need to creators,users,platform,and social various aspects cooperation,improve the quality of the content of the short video creation,ensure that rural short video construction and spread rural cultural life and the spread of the value effect,so as to promote rural revitalization strategy can achieve more quickly,to spread excellent rural culture and rural landscape to provide certain basis and dynamic,strive to explore new rural communication,In order to promote the common prosperity of rural culture and rural economy.