Villagers’ Use Of Short Video And New Changes In Rural Cultural Life

In recent years,short video has become the focus of media,public and scholars.In spite of this thesis is based on short videos,its research direction points to the countryside.Taking Xiexinzhuang Village in Jiaoyuan Township,Dongming County,Heze City,Shandong Province as the research object,this thesis attempts to analyze the new changes brought about by short videos as one of the villagers ’ cultural activities to the cultural life of Xiexinzhuang Village,and to explore the reasons and effects of this new change in cultural life.Firstly,the author expounds the research background and significance of this thesis in the introduction part,summarizes the literature review of ‘short video’,‘rural short video’ and ‘rural cultural life’in recent years,and summarizes the geographical location,economic development,cultural and entertainment development of Xiexinzhuang village.Then,the author adopts the questionnaire,interview and participatory observation methods to conduct in-depth research on the village of Xiexinzhuang.On the basis of expounding the basic situation of the sample of the villagers in the village of Xiexinzhuang,the management of the villagers’ platform and the specific use behavior,it is found that the cultural life of the village of Xiexinzhuang has undergone profoundly new changes due to the embedding of short video.First of all,the changes include: short video is increasingly embedded in the daily life of the villagers and rural social relations,helping to build cloud Xiexinzhuang village.This new change of cultural life shows new characteristics,such as the villagers’ cultural life space has changed from ‘public space’ to ‘private space’,the relationship of cultural life has changed from ‘group’ to ‘individual’,and the rules of cultural life has changed from ‘hierarchy’ to ‘equality’.Then,the internal and external reasons for the new changes in cultural life in Xiexinzhuang Village are analyzed.On the one hand,it is the external motivation of village public cultural resources scarcity and digital empowerment.On the other hand,it is the internal motivation of self-entertainment,self-realization,archive retention and value income generation.Finally,the positive and negative effects of the new changes in cultural life of Xiexinzhuang are discussed.Short videos embedded in villagers’ daily life provide villagers with a new platform for learning and re-education,helping engrave the collective memory belonging to Xiexinzhuang Village,and promote the remote return of the out-of-area villagers.However,they are also accompanied by health problems,consumer rationality crisis and cognitive bias crisis.Taking Xiexinzhuang Village,one of the tens of millions of ordinary villages in China,as an example,this thesis uses participatory observation,interview and questionnaire survey to explore and analyze the reasons and effects of the new changes in cultural life in Xiexinzhuang Village,hoping to provide useful thinking for the development of rural cultural life and promote the revitalization of rural culture.