Research On Tiktok "Three Rural" Short Video Communication Under The Background Of Rural Revitalization Strategy

At present,competition among the world’s major economies is fierce,and China’s economy is in a period of high-quality development.The rural economy is an important part of China’s economic system,and solving the "three rural issues" is the key to promoting its faster and better development.Therefore,the Party Central Committee has proposed the strategy of revitalising the countryside as a guiding strategy to promote the modernisation of agriculture and rural areas and to help farmers improve their well-being.Revitalising the countryside can be done on a number of levels,including revitalising the countryside culture,revitalising the countryside economy and improving the countryside living environment.There are various ways to revitalise the countryside,and the use of "Three Rural " short videos,a new medium with a wide audience,fast dissemination and comprehensive information,will undoubtedly produce more positive results.In addition,"three rural" short videos have a very close relationship with rural areas,integrating local culture in their communication,driving rural economic development by means of live broadcast to help farmers,and building rural life scenes from the first viewpoint of farmers,thus supporting the revitalization of rural areas in various aspects in a comprehensive and three-dimensional manner.The flow support from the Tik Tok platform and the training and guidance for short video accounts in the field of "three rural" have led to an influx of "three rural" short video entrepreneurs.They are using their quality video content to gain attention,raise their profile and promote their hometowns.To a certain extent,they have changed the public’s stereotypical image of the rural areas and used the traffic brought by the "three rural" short video accounts to add momentum and vitality to the revitalization of the countryside.In this paper,we mainly study the "three rural" short videos of three main communication bodies,including farmers’ creators,official media and agricultural enterprises.The "three rural" short videos,which mainly show the daily life of rural areas,portray the rural landscape and spread rural culture,have made a group of farmers become "rural net stars".The official integrated media,represented by county-level integrated media centres,are actively exploring the new model of "short video + live farming" to help farmers in the general environment of rural revitalization,actively promoting rural tourism and broadening channels for the sale of agricultural products.At the same time,some enterprises will shift to the field of "three rural",hoping to complete their transformation while helping farmers through "three rural " short videos.This paper selects 300 representative "three rural" short videos from the Douyin short video platform as research samples,and uses the content analysis method and case analysis method to analyze and summarize the four aspects of communication subjects,video themes,video expression forms and video applications in rural revitalization,combined with individual typical cases,and finds that Tik Tok’s "three rural" short videos have content homogeneity and lack of linkage between communication subjects.Some creators deliberately create false rural landscapes and personas to win traffic;There are deficiencies in the narratives of public topics such as the "three rural" policy by various communication subjects;The personalized push of the Tik Tok platform is easy to cause communication bottlenecks such as information cocoons.From the perspective of rural revitalization,targeted optimization measures are proposed from the aspects of revitalizing rural culture,guiding correct values,increasing the narrative of public topics,and improving the awareness of responsibility.