Research On Short Video Production Practice Of Rural Women Under The Background Of Rural Revitalization

The rural revitalization strategy is a major strategic deployment made by China to address the issues of agriculture,rural areas,and farmers.In recent years,rural themed short videos have become a separate category on major social media platforms and an important part of the content ecosystem.In the context of rural revitalization,the government has increasingly attached importance to the value of short videos in promoting rural economic development,bridging the urbanrural gap,and enhancing urban-rural communication.This study used content analysis,in-depth interviews and participatory observation methods to conduct quantitative content analysis on the short video accounts of 200 rural women in Tiktok and Kwai,and conducted in-depth interviews with 8 rural women short video creators to explore the specific presentation,motivation,practice mechanism and influencing factors of rural women in short videos.Research has found that the main purpose of rural women shooting short videos is to obtain economic profits through platform incentives,sales commissions,live streaming rewards,and other means while taking care of their families.Shooting short videos can also meet their leisure and entertainment needs and seek recognition.From the perspective of the external environment,policy regulation and guidance,platform adaptation,and news promotion have continuously assisted the development of short videos for rural women.In the specific creative process,rural women will first imitate successful accounts to create character designs,and use a simple follow up style for shooting,recording,and editing.During the publishing process,they will link to topics,channel traffic with cooperative accounts,share traffic,and promote dissemination.By analyzing the accounts of rural women,it was found that on short video platforms,the top rural female creators are mostly concentrated in the western region,with uneven age,a large number of young people,and diverse professional identities.However,most rural women have relatively low cultural levels,which also restricts their subsequent content creation.The short video forms it produces are diverse,including recording life,beautification,cuisine,language,and situational drama.In short videos,rural women often present simple and natural body shapes,with nearly half of rural women using dialects,presenting a strong regional color.In terms of emotional expression,most rural women confidently and generously showcase the magnificent scenery of the countryside,but there are also many rural mothers who complain and cry in front of the camera,catering to everyone’s imagination of the hardships and tiredness of rural life.The development trend of rural women is good,but research cannot ignore the inherent difficulties of rural female bloggers.Under the logic of prioritizing traffic,rural women have exposed the "pain of being deceived,selling tragedies for sympathy,and values leading to anomie".Only the government can improve services and strengthen supervision;The platform actively guides and operates with precision;Only by enhancing creators’ abilities and deepening their content can we achieve the sustainable development of rural women’s short videos.