Research On The Spread Of Rural Folk Culture In “Kwai”short Video

Cultural leadership and rural revitalization are the guidelines for rural revitalization proposed by the party's 19 th National Congress.Therefore,the folk culture rooted in the village atmosphere has become an important carrier of the country's rural revitalization strategy.Revitalizing the folk culture and serving the rural revitalization has become a major issue that has been widely concerned in the great cause of rural revitalization in the new era.In the wave of media integration,the limited form of traditional media in the past has been unable to meet the needs of cultural development,and the transmission and transmission of rural folk culture must also be achieved through new channels.After the rise of the "Kwai" short video platform,the new media empowerment has seen opportunities in the rural masses who have been almost silent in the past.They have broken away from the shackles of “being endorsed” and “being described” and obtained a new carrier of self-talk.For a time,creators in third-and fourth-tier cities and the vast rural areas flooded into the "Kwai".Rural short videos became an important part of the platform.Among them,rural folk culture was the most distinctive,creative and most vital part of rural life,Attracted much attention.Therefore,this article selects the "Kwai" short video platform as the target media for the study of rural folk cultural communication.Through a period of participatory observation,the in-depth interview method is used to analyze the characteristics of the producers of the rural folk culture short video content on the "Kwai" platform,as well as the distribution and Use motivation to analyze;use content analysis to quantitatively analyze folk content,summarize and summarize the main types and content characteristics of the dissemination content;use questionnaires to target audiences who have watched rural folk short videos in "Kwai",use and attitude Statistical analysis.From this analysis,it is concluded that the combination of rural folk culture and short videos of "Kwai" brings some advantages in communication,and at the same time a series of disadvantages that cannot be ignored.The authortries to propose the corresponding improvement strategies from various aspects through the combination of platform and content research,to find the best optimization path for the spread of short videos of rural folk culture on the fast platform.We should be clearly aware that the rejuvenation of the village cannot be separated from the village culture.Under the new situation,using new media to encourage rural groups to actively participate in communication and learn to excavate and activate all kinds of rural folk cultural content is the only way to shape the beautiful new countryside with a material form.In this way,the excellent rural folk cultural heritage has been rescued and protected in the tide of the country's rural revitalization strategy,and inherited in the excavation.Not only guarded the soul of rural culture,but also promoted the rapid development of cultural industry,making folk culture a pillar industry for rural revitalization.