Research On The Construction Of Short Video Rural Cultural Image

From the perspective of visual culture,this paper takes short video as a medium to sort out the dissemination status of short video rural culture,and believes that the main body of short video rural culture image construction presents the trend of villagers’ self-construction,and landscaping and fragmentation are its most significant features,based on which the basic methods of short video rural culture image construction are analyzed.Short-video rural culture communication has important guiding significance and academic value for manifesting cultural confidence and enriching rural culture types,but entertainment and commercialization will weaken its communication effect.In the first part,literature analysis method and comparative study,it is argued that the urbanization process makes rural culture suffer from urban cultural impact,and the change of rural space makes farmers’ sense of rural identity gradually alienated,and rural cultural image needs new image construction;from the technical basis,the rapid development of Internet technology has given rise to portable mobile terminals and social media,and the low-threshold production technology of short videos provides farmers with the self-construction short videos provide farmers with the possibility of self-construction.As a mediator of rural cultural communication,short videos have been deeply embedded in the construction of rural cultural images for visual production.The second part,through short video text combing and comparative research,argues that the main body of rural culture creation in short videos has shifted from the construction of the other to the self-construction of the villagers,and its cultural visual representation shows the characteristics of landscape and fragmentation.The third part analyzes the paths of short videos in constructing rural cultural images,starting from the video texts.The main ones are character construction,spatial construction and cultural construction,with character construction as the core,scene construction as the foundation and cultural construction as the connotation.The fourth part explores the meaning,problems and development scenarios of rural culture in the construction of rural cultural image by short video.In the context of a relatively overproduced consumer society,the rural cultural image presented in short videos is a sensory stimulus that can,on the one hand,enrich rural cultural forms,satisfy personal exhibition,and further contribute to the development of China’s rural revitalization;on the other hand,short videos create a series of unrealistic landscapes while continuously extending the sensory experience of the public through images,and the communication of rural culture is caught in the entertainment and commodification On the other hand,short videos have created a series of unrealistic landscapes while extending the sensory experience of the public through images.However,contemporary society is also an "inter-construction society",where urban and rural culture,short videos and rural culture influence and promote each other,forming an ideal development state and scenario of inter-construction and symbiosis.