Study On The Value And Promotion Strategy Of Short Videos Of Agriculture,Rural Areas And Farmers From The Perspective Of Rural Revitalization

Under the dual system of urban and rural areas,cities develop rapidly,while rural areas face difficulties such as the gradual loss of peasant subjectivity,the hollowing out of rural areas,the weak link of agriculture in the process of modernization,and the decline of rural culture.However,development cannot abandon rural areas,and focusing on agriculture,rural areas and farmers is a historical and practical need.In recent years,the fight against poverty has won a comprehensive victory,and the historical process of comprehensively promoting rural revitalization has entered.To solve the problems of "agriculture,rural areas and farmers" should be taken as the starting point of rural work.The short video in the field of agriculture,rural areas and farmers with the theme of "agriculture,rural areas and farmers" has gradually received the attention and support of various parties,and ushered in the rise of short videos in the field of agriculture,rural areas and farmers.The development of short videos on agriculture,rural areas and farmers is a microcosm of the process of achieving comprehensive rural revitalization.It is of great significance for the implementation of rural revitalization strategy to explore strategies to enhance the value of short videos of agriculture,rural areas and farmers.Rural revitalization requires comprehensive revitalization in five aspects:industrial revitalization,human resources revitalization,cultural revitalization,ecological revitalization,and organizational revitalization.Based on the five aspects of rural revitalization,the short video of agriculture,rural areas and farmers also makes efforts to help rural revitalization achieve industrial prosperity,adequate human resources,cultural prosperity,ecological livability,and effective governance.Based on the theory of "rural communication",this study conducted an investigation in S County in the mountainous area of Zhejiang Province,which is very representative and typical and realizes "overtaking on the curve" of economic development with the help of short videos of agriculture,rural areas and farmers.The positive interaction between the municipal government of S County and its prefecture-level city platform L and Douyin is what was lacking in previous studies.Short videos of agriculture,rural areas and farmers have brought value to the development of rural areas and awakened vast rural areas.Farmers express themselves and regain their subjectivity.Talents return to their hometowns to work and start businesses,promote the development of rural industries,flourish rural culture,protect the rural environment and optimize rural governance.In terms of economy,it is difficult for ordinary farmers to meet technical quantity standards,logistics packaging is difficult,and farmers’ profits are difficult to protect.In terms of talent,there is a phenomenon of professional insufficiency,non-professional,human alienation;in terms of culture,there are problems such as single content,negative values and low quality of cultural products.In terms of ecology,there are some shortcomings,such as low regional visibility,questioned aesthetic image and untransmitted concept of life.In terms of organization,there are still some shortcomings to be improved,such as the lack of themes for village governance,the lack of public issues concerning agriculture,rural areas and farmers,and a few official short videos on agriculture,rural areas and farmers.The study believes that other regions can learn from the value-added process of the short video industry in agriculture,rural areas and farmers in S county.The government should change from management to guidance,creators should play their subjective role,platform technology should be empowered,and all parties should cooperate and interact with each other to jointly promote the vigorous development of the entire short video industry of agriculture,rural areas and farmers.Creators operate with integrity and respect.The government is strengthening top-level design to build infrastructure,incubating new farmers’ IPs to improve the added value of products.The government needs to optimize the environment for the development of short video talent in agriculture,rural areas and farmers.New farmers should play a leading role in strengthening labour protection to enhance the value of talent.Constantly bring out the new,lead the mainstream values,and produce high-quality cultural products;Adopt measures to integrate ecological products,improve the living environment,guide fans to love nature and protect the environment;A community is formed under short videos,and the platform focuses on public issues of agriculture,rural areas and farmers to create an official short video account.