Study On Symbol Construction And Dissemination Of Rural "Soil Flavor" Videos On Douyin Platform

Since the rise of short video trend in 2016,many short video platforms have emerged.Douyin has become one of the short head video platforms due to its wide audience and large number of users.Rural "local flavor" video,as one of the video types showing rural life with rural scenes as the background,has been widely concerned by users.Therefore,it has important theoretical and practical research significance to explore the symbol construction and dissemination significance contained in the video of rural "soil flavor".Based on the theoretical framework of semiotics,this study takes the list of "2022 New Farmers Plan" of Douyin as the research sample,and adopts text analysis method and case analysis method to study the symbol construction,meaning expression,communication mode,communication effect and other aspects of rural "soil flavor" video.It is found that creators mainly in rural groups construct various symbols with typical local cultural characteristics in rural "local flavor" videos,such as language symbols,music symbols,sound symbols,character symbols,etc.,and combine them to produce specific codes,so as to achieve the identification of self-identity and rural culture,in order to convey traditional Chinese culture.From the micro level,rural "local flavor" video has become an important way for rural groups to express themselves.From a macro perspective,the video of rural "local flavor" can not only spread Chinese traditional rural culture,realize cross-circle cultural exchanges,but also boost the development of rural revitalization.However,the negative effects brought by the development of rural "local flavor" video also need to be paid attention to,such as the pitfalls of spreading symbols into entertainment and art.Therefore,we should rationally and objectively view the construction and dissemination of symbols in the video of rural "local flavor".