Image Research Of Rural Female Users In Kwai Short Video

The rapid development of technology promotes the rapid updating and iteration of the Internet era,short video came into being and flourished,Kwai and TikTok have become the two most popular short videos,Kwai short video is targeted at third-and fourth-tier cities and rural areas,its user groups are mostly grass-roots people in rural areas,this includes rural female users.Kwai provides an opportunity for them to record and share their lives and emotions,take this as an opportunity,they share pictures and videos to show themselves,attract fans,build social friendships and gain recognition,or through live broadcast with goods to realize cash and increase revenue,or for commercial publicity,obtain a new way to make a living.In this paper,the author applies the method of field survey of ethnology,select the author’s hometown Sanying Town,Guyuan Municipality for the field point,the local female "web celebrity" and ordinary rural female users of Kwai were selected to use the methods of tracking survey and in-depth interview,the content and motivation of short video production of rural female user groups were studied,it is found that the daily content presented by the female users in the research area mainly revolves around their family life,social labor,and the process of participating in major festivals and ceremonies,there are two types of "web celebrity" anchorwoman:one is selling cosmetics,clothes and other daily necessities through e-commerce to realize fans’ realization and profit;one is to chat with fans in the broadcast room and share their life feelings,or with others in the broadcast room live PK,through the broadcast reward,to help increase their income.Rural female users get a new way of life for themselves and their families through Kwai,which also makes the whole rural society present a trend of landscape,the trivia of life that used to belong to the private domain has been moved to the big stage of Kwai,being appreciated and commented on by others,this over-presentation leads to over-landscaping,which distorts the meaning of real life,in addition,female users increase their revenue by Kwai,female have gained economic independence,family status has been improved,and the original social power structure has been challenged.To sum up,Kwai short video provides us a new way to understand the rural women and channels,through the Kwai women group presented a rich and colorful image,to a certain extent,we have changed the stereotype of rural women.However,under the influence and impact of Kwai,the self-presentation of women in Kwai also causes a lot of abuse and "stigma" for them.