Research On The Image Construction Of "New Farmer" In The Short Video Of "Agriculture,Rural Areas And Farmers" From The Perspective Of Rural Revitalization

As the main body of agriculture and rural areas,farmers have an irreplaceable role in the process of rural revitalization and deserve more attention and importance.However,the public has a stereotypical image of traditional farmers and often treats farmers as a synonym of poverty and backwardness.With the rapid development of China’s economy and society,the new countryside and new farmer in the new era have long had a new look,and the public’s image perception of farmers needs to be updated.The revitalization of the countryside lies in getting people.In recent years,China has implemented a series of policies to support agriculture and encourage and support farmers to return to their hometowns for employment and entrepreneurship,and a group of "new farmer" who know the countryside and farmers are converging in the countryside.They are not only familiar with rural areas,but also understand the current social development situation,and can keep pace with the development of the times.With the development of mobile Internet and the advent of the short video era,farmers’ groups are gradually gaining the right of expression and discourse.Recognizing that media image is an important social resource,"new farmer" have entered the short video platform,which is extremely popular today,to actively construct and spread the image of "new farmer".For the "new farmer","three rural" short videos are an important channel to disseminate their images to the public,and an important tool to change the public’s stereotypical image of farmers and construct a positive image of farmers.The research object of this thesis is the top ten short video accounts in the field of "three rural" on the Tik Tok platform,and the total number of "three rural" short videos released by these accounts is studied.After systematic sampling,200 short videos were selected from the total number of short videos as research samples.The thesis analyzes the content of the short video samples,the media presentation of farmers’ images and the tonality of the samples,in order to explore what kind of "new farmer" images these short videos construct,summarize the construction strategies behind them,discover the problems in the construction of images,and provide suggestions for optimizing the "new farmer" media presentation.The content analysis was conducted to explore what kind of "new farmer" images were constructed in these short videos,summarize the construction strategies behind them,identify the problems in image construction,and propose feasible suggestions to optimize the path of "new farmer" media image construction.The study finds that the image of "new farmer" constructed by the sample short videos is characterized by hard work,diversified personality and keeping up with the times,and its image construction strategy is mainly a multi-dimensional construction and multi-scene presentation based on authenticity.However,in the "three rural" short videos on the Tik Tok platform,there are problems such as negative image shaping due to poor quality content,homogeneous subject matter leading to single image presentation,and superficial image construction due to microscopic vision.The strategy of constructing the image of "new farmer" in "three rural" short videos can be based on "stimulating the momentum of rural revitalization with the image of leader" and "activating the game of rural revitalization with characteristic image".The strategy of constructing the image of "new farmer" in short videos of "three rural areas" can be optimized in three ways,such as "stimulating the motivation of rural revitalization with the image of leader","activating the game of rural revitalization with the characteristic image" and "enhancing the confidence of rural revitalization with the image of contributor".