A Study Of The Changing Frameworks Of Short Rural Culture Videos In The Context Of The COVID-19 Epidemic

Late in 2019,the COVID-19 epidemic outbroke around the world.It has changed people’s lives dramatically,and also changed the creative environment for creators of the rural culture short videos.During the period of their production of the communication content,the framework that affects the thinking of a text is an important element to determine the final presentation of its content.The purpose of this paper is to identify the frameworks of short rural culture videos in the context of new media,to understand the impact of the outbreak of the COVID-19 in late 2019 on the use of each frame,to figure out if there are changes in the use of the frameworks,and to explore the social context or cultural forces that play a kernel support role for the existence of each frame,to discover the guiding framework and mechanism for the long-term survival of short rural culture video creation.Guided by the framing theory,this paper takes the short videos posted on the video website by the rural culture short video producer,uploader ‘Hua Nong Brothers’ as the research object and draws on Tankard’s Framing List and Zang Guoren’s Triple-leveled structure,summarizing the discrimination method of the visual frameworks.In this way,the frame usage data was obtained by content analysis.The visual frames obtained were generalized,summarized,and refined by using visual rhetorical criticism as a mediator to derive the ‘primary framework’with contextual effects.A total of 23 representative frames were obtained for this study.Seven of these frameworks were not significantly affected by the COVID-19.Some of the other frameworks had increased,decreased,or died out in use with the arrival of the COVID-19.There is also a proportion of framework changes that do not correlate with the outbreak.The New Socialist Rural frame is the primary framework of all the frames,reflecting the new socialist rural construction led by solving the ‘Three Agricultural Questions’,which is the basic national policy that determines the social background at present and is also the decisive force that determines the continuity,stability,and innovation of the primary framework.The innovations: constructed the visual frame analysis orientation for identifying frameworks;discussed the framework changes in the context of the epidemic;go deeply into the social and cultural background of video creation.