Research On The Communication Strategy Of Today's Headline Rural Culture Short Video From The Perspective Of Use And Gratifications Theory

Based on the theory of "Use and Gratifications",this paper selects ‘the headline APP as the research platform,and through content analysis and questionnaire survey,studies the communication strategy of rural culture short videos in the era of self-media,explores the current use situation,demand satisfaction and their correlation of users of rural culture short videos,and discusses the communication strategy of how self-media can better communicate short videos of rural culture under the background of rural revitalization.This study selects the original short videos of rural culture released from January to June 2019 by the eight "the talents of agriculture,the countryside and farmers" who have achieved good communication effects in the headlines as the whole sample,then select each of the top 10 short videos of rural culture played by the "the talents of agriculture,the countryside and farmers" as the research sample for content analysis,with a total of 80 videos,and restores the short videos of rural culture from the aspects of video attribute characteristics,video content characteristics and text expression characteristics of the accompanying text.At the same time,data on demographic characteristics,media usage and demand satisfaction of 333 rural cultural short video users were obtained through a questionnaire survey.Input the data into SPSS application to carry out statistical analysis,and use correlation analysis to test the data,and obtain some convincing conclusions.The study found that "the talents of agriculture,the countryside and farmers" in the headlines most like to release short videos of rural culture at night(18:00-23:59),and the duration is mainly 4-6 minutes.In terms of cultural choice,rural intangible culture is more often presented in short videos,of which food culture has the most content.Some "the talents of agriculture,rural areas and farmers" will add native advertising to the short videos for soft marketing.Most of the short videos will gradually become specialized in production.Subtitles and soundtracks will be added during post-production,and some of them have also created their own video icons.In the text of short videos,declarative sentences and exclamatory sentences as the main expressions,mostly convey positive emotions.However,when watching short videos of rural culture,users prefer to choose food culture content and are more willing to accept videos of 2-4 minutes,which is slightly different from the existing transmission direction.Although the headline is still the main transmission platform for short videos of rural culture,there is a trend of multi-platform distribution.The polarization trend of user viewing frequency is obvious,mostly fragmented viewing scenes.Most users pay less than three months' attention,and user interaction needs to be improved.At the same time,users think that there are still many problems in the existing short video of rural culture,and it is urgent to improve the quality of the video content and the professionalism of the production.On the correlation analysis of demand satisfaction,there is no correlation between each demand satisfaction dimension and the user's gender,occupation and communication channel;there is a positive correlation between how long users have been concerned and their emotional needs;the age of users and the duration of short videos are significantly positively correlated with some demand satisfaction dimensions;the residence and education level of users are significantly negatively correlated with the satisfaction of demand in all dimensions;the frequency with which users watch such short videos and the interactive behaviors of users are positively correlated with the satisfaction of various requirements.According to the research findings,the author proposes optimization strategies from the aspects of users,communication content,video operation and maintenance and brand building.First,from the user needs perspective,we should enhance the integration needs of middle-aged and elderly users,attach importance to the emotional needs of "small town youth" users,and pay attention to the overall needs of users with low academic qualifications.Second,in terms of content dissemination,the creators of short videos of rural culture should establish accurate cultural positioning and improve the professionalism and content richness of short video planning and production.Then,shorten the duration of short videos and enhance user interaction.The last,pay attention to the soft implantation of native advertisements in short videos of rural culture.Third,in terms of operation and maintenance,on the one hand,regular push frequency and time points should be formed,and on the other hand,diversified communication channels should be established.In addition,the platform can be used for efficient promotion to improve the information arrival rate.Fourth,in terms of brand building,consciously create "rural internet celebrities",lead the communications of short video rural culture while attracting the reverse flow of personnel in the city,and improve the endogenous vitality of rural culture;In addition,it is necessary to construct exclusive cultural symbols to rebuild the cultural memory of users,and to carry out integrated communication online and offline,so as to boost rural economic development with rural culture.To promote the better communication of rural culture short videos in self-media,to prosper rural culture,and to help rural revitalization.