Study On The Communication Of Short Video Of Rural Folk Culture In Chongqing

Cultural guidance and rural revitalization are the rural revitalization strategies put forward in the report of the 19 th National Congress of the Communist Party of China."Rural revitalization,culture first",in the process of rural revitalization in the new era,rural folk culture has become an important part of cultural revitalization.Chongqing rural culture occupies a decisive position in traditional culture,while rural folk culture occupies a certain position in Chongqing rural culture.Therefore,in the implementation of rural revitalization strategy in Chongqing in the new era,we must attach importance to,protect and develop local folk culture.Inheritance and dissemination of rural folk culture in Chongqing Under the trend of media integration,the traditional way of communication can no longer meet the requirements of the new era,and it needs to be spread with new carriers.At present,the empowerment of new media has enabled almost forgotten rural people to find opportunities in communication.They got rid of the shackles of urban narrative and got a new self-expression carrier.For a time,producers of rural short video content in rural areas of Chongqing flooded into Tik Tok,Aauto Quicker and Watermelon Video,and rural short video became an important part of the platform.Among them,Chongqing rural folk culture is an important part of China traditional culture,and rural folk culture,as the most vital and distinctive content in the countryside,has attracted people’s extensive attention.Therefore,this study selects the rural folk culture in Chongqing under the short video platform as the investigation object,and after a period of observation,adopts the methods of in-depth interview and content analysis,makes a qualitative study on the content producers of the short video of rural folk culture in Chongqing,and discusses its dissemination and motivation;Through the analysis of the short video content of rural folk culture in Chongqing,the types of rural folk culture in Chongqing are summarized.Through questionnaire survey,users who have watched short videos of rural folk culture in Chongqing on Tik Tok,Aauto Quicker and Watermelon are selected as the research objects,and their usage and attitudes are statistically and quantitatively analyzed.The combination of Chongqing rural folk culture and short video not only brings some advantages in communication,but also some shortcomings worthy of our attention.This paper attempts to make a comprehensive analysis from the platform and content levels,and puts forward relevant improvement countermeasures from multiple levels to explore the best way to develop the characteristics of rural folk culture in Chongqing.By combining users and content,we can clearly understand the characteristics and existing problems of Chongqing rural folk culture production and dissemination in short video platform.At the same time,we must clearly realize that rural revitalization cannot be separated from rural culture.Under the new historical conditions,the inheritance and development of rural folk culture in Chongqing is an urgent problem to be solved.How to help the benign development of rural folk culture in Chongqing,first of all,we should mobilize the enthusiasm of villagers and let them participate in the dissemination,inheritance and cultural connotation excavation of rural folk culture in Chongqing,which is the only way to form a beautiful new countryside.Secondly,the platform and the government combine to create a new impetus for the development and dissemination of rural folk culture in Chongqing,boost rural revitalization,and make rural folk culture in Chongqing truly become the background for building rural civilization in Chongqing,which has certain reference significance for the development of rural folk culture in Chongqing in the new media era.