Research On The Development Of Short Videos Of "Agriculture,Rural Areas And Farmers" And Rural Society From The Perspective Of Scene Propagation

In recent years,China’s short video industry has been developing rapidly,and the practice and research about short video have become a common concern of the industry and academia.As a segment of short video,the short video about agriculture,rural areas and farmers,which is closely related to the development of rural society,has developed rapidly in recent years,injecting new vitality into the implementation of rural revitalization strategy.At present,there are many high-quality short video creators about agriculture,rural areas and farmers active on short video platforms,who have made outstanding contributions in spreading rural culture,showing rural spirituality and promoting rural development.The short video of "agriculture,rural areas and farmers" has completed the media construction of rural contexts and formed the media rural contexts on the short video platform.According to the "Statistical Report on the development of Internet in China",the sinking market has a high frequency of rural short videos and a high degree of contact with the rural context.What’s more,the high-quality short videos about agriculture,rural areas and farmers have gained great exposure on the platform,which have slowly changed people’s behavior in the new media rural context,and rural society has also been developed in the practice of short video.This paper focuses on the short videos of agriculture,rural areas and farmers in Enshi area as the research object,and analyzes the presentation of mediatization of short videos about agriculture,rural areas and farmers,including the rural appearance,rural life,rural interaction and rural characters in the contexts,mainly studies the arising of the media context of rural area in the short video of "agriculture,rural areas and farmers",mainly including the elements and approaches of rural media context,to investigate the changes of social life in media context,which mainly including the villagers’ means of labor,identity images,ways of creating incomes and entertainments.Moreover,the performance and inner reasons of the change of rural social structure are studied in terms of economic structure,family structure,conceptual structure,and industrial structure.Finally,based on the results of the survey and research,some thoughts will be proposed on the development of villages under the influence of the context change.