Research On The Presentation And Dissemination Of Rural Culture By Short Videos Of Agriculture,Rural Areas And Farmers

In recent years,the revitalization of rural culture,as the soul casting project of the rural revitalization strategy,has received more and more attention.In the background of the rapid development of China’s short video industry,the way people record their daily lives and express themselves has changed.With the empowerment of technology,farmers’ right to speak has been strengthened.In the field of “Agriculture,Rural areas and Farmers”,short videos that can reflect the rural situation and disseminate rural culture has been created,which has improved the dissemination of rural culture and brought new opportunities for the revitalization of rural culture.This paper focu ses on the farmer channel of watermelon video,and selects 25 high-quality short video accounts of “Agriculture,Rural areas and Farmers”with more than 1 million followers as the research object.Through text analysis,case analysis,participatory observation and other research methods,to explore rural how short videos of“Agriculture,Rural areas and Farmers” to present rural culture,influence rural culture,and put forward optimization strategies to help rural culture revitalize with short videos of“Agriculture,Rural areas and Farmers”.The paper is divided into five parts.The first part expounds the research background and significance of the topic selection,combs the relevant literature,and defines the meaning of the short videos of “Agriculture,Rural areas and Farmers” and rural culture in this research.The second part clarifies the dissemination dilemma faced by rural culture and what opportunities the emergence of short videos on “Agriculture,Rural areas and Farmers”brings to the dissemination of rural culture.The third part analyzes the presentation of rural culture in the short videos of “Agriculture,Rural areas and Farmers” according to the theory of semiotics and narratology.The fourth part makes a comprehensive anal ysis based on the video contents and user comments,and summarizes the positive and negative effects of the short videos of “Agriculture,Rural areas and Farmers” on the revitalization of rural culture.The last part,on the basis of the previous research,it proposes strategies to improve the rural culture revitalization effect of short videos on “Agriculture,Rural areas and Farmers” from three dimensions of content,creators and platforms,in order to provide reference for how to disseminate rural culture and promote rural revitalization in the mobile short video era.