Research On The Creation And Dissemination Strategy Of Agricultural Science Short Videos Under The Background Of Rural Revitalization Strategy

The Opinions of the State Council of the Central Committee of the Communist Party of China on Comprehensively Promoting the Revitalization of the Countryside and Accelerating the Modernization of Agriculture and Rural Areas clearly points out that the construction of the countryside should be placed in an important position in the construction of socialist modernization,and comprehensively promote the revitalization of rural industries,talents,ecology and organizations;it is urgent to make up for the shortcomings and weaknesses of agriculture and rural areas,promote the coordinated development of urban and rural areas and build a new development pattern.And as the Internet helps agriculture and agriculture becomes an important means to fight poverty,short video brings new development paths and opportunities for agricultural science popularization and agricultural technology promotion,and also puts forward higher requirements for agricultural science popularization and agricultural technology promotion in the new era.In the context of rural revitalization strategy,agricultural science popularization short videos should actively adapt to the requirements of agricultural technology promotion and agricultural science popularization in content production,ensure their own creation quality,further improve dissemination efficiency and broaden their influence.In this paper,we selected 50 agricultural science popularization short video accounts on five platforms,namely,Tiktok,AAuto Quicker,Watermelon Video,Bilibili,and Channels,analyzed their account characteristics,and took the top three liked short videos among the 50 accounts as research samples,and analyzed the creation characteristics of agricultural science popularization short videos in four aspects,namely,video length,content theme,audio and form presentation.Through a questionnaire survey,the audiences watching agricultural science popularization short videos were investigated,and descriptive statistics and correlation analysis were conducted in terms of viewing,cognition,attitude and behavior,respectively,to explore the current dissemination effect of agricultural science popularization short videos,discover the problems in the process of creation and dissemination of agricultural science popularization short videos in the context of rural revitalization strategy,and propose strategies to optimize the creation and dissemination of agricultural science popularization short videos.It is found that,under the background of rural revitalization strategy,agricultural science popularization short videos should be more specialized in content creation,fit the actual rural production and provide targeted science and technology guidance.However,the current agricultural science popularization short videos have the problems of low authority and specialization of accounts,low social responsibility of creators,uneven distribution of thematic contents,single form of creation,homogenization and onesidedness of contents in content creation.In the process of dissemination,there are problems of low overall understanding of audience groups,lack of timely interactive feedback,low content conversion,and inadequate standardized management mechanism of short video platform.In view of the shortcomings and problems in the process of creation and dissemination of agricultural science popularization short videos,this paper proposes strategies to optimize the creation and dissemination of agricultural science popularization short videos in terms of stimulating creative subjects,innovating the form of science popularization,creating a good environment for science popularization participation and government support and guidance.