Self-presentation Of Rural Women In Short Video

With the emergence of social short videos,people's self-presentation has a new performance stage.For rural women,the low threshold,fragmentation,and social attributes of short video have the meaning of some kind of media empowerment.In this study,content analysis and in-depth interviews are used to explore the specific image presentation of rural women in short videos and the dynamic mechanism behind self-presentation by studying video samples of 525 rural women and 12 user interview texts.The study found that videos published by rural women have a variety of formats,including documentary,performance,social beautification and sitcom categories.Documentary themes are mostly recorded their daily work,daily detailed life,food theme,which shows the "life-like" female image;the performance category focuses on singing and dancing,showing the versatile female image;the social beautification category focuses on self-appearance and displays an "idealized" self-image;the sitcom category focuses on the interpretation of emotions and paragraphs,showing the female image with a strong desire to perform.At the same time,the self-construction of rural women's images has significant group characteristics : In the external image,the simple image and the beautiful image express the "dual opposition".In the role image,it has strong kinship attributes,but more rural women appear as an individual in front of the video.Emotional images are generally about positive expressions,but they tend to be more negative when it comes to family elements.In addition,Rural women 's situation is also an important element in their self-presentation.In rural scenes,they are either self-identified or degraded,and in the rural cities,they have successfully counterattacked or struggled to move upwards.Behind the self-presentation behavior,rural women have inherent needs for entertainment and leisure,emotional expression,driven by economic interests,so they choose to present themselves on short video platforms.Externally,the low threshold of Kuai Shou short videos provides convenience for rural women to access media.At the same time,the social attributes of short videos bridge the transformation of rural women's social capital production,and responds to the rural revitalization strategy,Kuai Shou further pushes the rural women's self-presentation in the short video through project policies such as the "Happy Village Leader Program".Studies have shown that rural women's images have ushered in the opportunity of self-reconstruction.The popularization of short videos has objectively improved the visibility of rural women's images.The image expression with "self" as the main body has broken the single other in traditional media The narrative presents a diverse image of rural women.As a result,it is possible to further enhance the ability of rural women to speak independently with the help of short videos and other platforms.However,it should be warned that the short video platform is a stage for performance,and its operating mechanism naturally has a commercial background.There are many problems with rural women's self-presentation,including the drive of consumerism,the self-infamy of chasing flow,the regulation of the collusion between fatherhood and capital.Short video landscape,rural women's subjectivity,in response to these issues,this article also made corresponding thinking from the three levels of short video platform,society,and country.