A Study On The Media Image Production Of "New Farmers" In Agriculture-related Short Videos On Douyin Platform

In the process of economic development in our country,The rural areas,agriculture and farmers has become an important part of the rural economic development.Affluent life for farmers’ serves as a basic part to stable rural development."Internet+agriculture" the short video agriculture countryside showed explosive development pattern.and the short video of agriculture countryside is an important display of the interaction between real rural space and virtual space of network.The driving and empowering effect of information on rural revitalization is obvious.With the introduction of the rural revitalization strategy,the "new farmers" group has entered the public eye,and the "new farmers" represented by returning youth have joined the ranks of short video creation.becoming the backbone of rural revitalization.In the daily life practice,the new farmers group refines and understands themselves,and completes the subject identification of self.Taking Douyin short video platform as an example,this paper studies the presentation of media images,media production and interaction behavior of the new farmer the creation subject of short agriculture-related videos through content analysis and case analysis.Analyzes the subject identities and content scenarios constructed in the short videos created by new farmers.secondly,researching the characteristics of the new farmers media production and interaction;finally,in conclusion the dissemination effects of short videos by new farmers,analyze the subjective and objective factors limiting the media production of new farmers,put forward some optimization suggestions.Previous views mostly focus on how the new farmers develop in the group of farmers,but this paper put forward develop a new perspective,New farmers play the role of "guide",After their first attempts,the new farmers developed later can follow up with them,and have a small fault tolerance rate.playing the role of "learning+reference".the new state of new farmers’ creators in short agriculture-related videos.From the positive and negative aspects of new farmers media image production.Through the research on the media production and interaction of "new farmers",we can realize the transformation of urban and rural development and the empowerment effect brought by sinking of short videos into the rural market.In the short videos related to agriculture,new farmers overturn the previous images of poor and ignorant farmers and played a powerful role in rural practices.In the future,new farmers would use short videos of agriculture to continue to transmit rural culture and revitalize rural economy,showing a three-dimensional development of the countryside,so that rural revitalization will become a reality in the near future.