Multi-subject Practice In Rural Image Communication

"Beautiful Rural Construction Plan of Anhui Province(2012-2020)" points out that 2020 is an important node to realize the long-term planning goal of beautiful countryside construction in Anhui Province.According to the work report of the provincial government in2020,812 provincial-level beautiful countryside central villages have been built in Anhui,which has become an important part of comprehensively promoting rural revitalization..Rural construction is directly reflected in the change of rural image and rural appearance.In this process,the main body of rural image construction is no longer just farmers,but multiple subjects including government,capital and social organizations.In view of the characteristics and demands of different subjects,their performances in rural image communication are also different.The rise of short video media provides a convenient platform for multiple subjects to spread rural images,and the practice of different subjects based on media plays a key role in rural image dissemination.Through field investigation and network ethnography,this study deeply investigated Yangchan Village,which is located in the south of Anhui Province,6 kilometers away from Shendu Town,Shexian County.This village has typical local architecture structure and clan community structure characteristics.With the improvement of rural infrastructure construction and the intervention of modern media,a large number of subjects besides aborigines flooded into the countryside,which had a profound impact on the traditional rural image.This paper will investigate and study the unique local cultural context and media field,pay attention to the media use behavior of different subjects,focus on the social practice among different subjects,analyze the rural image and communication strategies after multiple subjects are involved in the countryside,and explore the role of different subjects in the communication of rural image and the problems reflected in the communication process with specific cases.According to the main body of communication and the main body of participation,the current rural image communication in Yangchan Village is divided into two aspects: "self-modeling" and "other modeling".The state of "self-modeling" is the local elements of Yangchan Village and the documentary image dissemination.In this study,we focused on the village annals-Xin ’an annals,the history of villages in Yangchan and the documentary image "Drums in the East and Gong in the West",and got the information elements of the image dissemination of villages in Yangchan,which became the common information understood by the audience through symbolic transformation of the elements.The process of "other modeling" mainly examines the short video practice of multi-subject based on vibrato platform.The short video "reproduces" the landscape image and cultural image of Yangchan Village,and the multi-subject creates an illusory "village mirror image" for the construction of rural scenes,the creation of the identity of the communication subject and the presentation of local life.Under such logic,a rural image of "Xanadu" has been created.Its communication elements are: the unique traditional architectural image,the original clean and tidy environment image,the rich folk image,the simple and hardworking villagers image,and the happy and complete life of people living in the countryside.Multi-actors active in the rural network activate the visibility of rural daily life through short video media practice,showing a thriving rural digital picture.Based on the short video of vibrato,the image communication logic of Yangchan Village is the imagination projection of the communication subject based on economic interests and childhood life,and it is a kind of village that "exists as human’s psychological pursuit of the vanished childhood life world".There are six main subjects involved in the dissemination of rural image in Yangcun:government,village committee,enterprise capital,foreign businesses,social organizations and villagers.Among these subjects,Zheng Xiaohe,a rural elite,is the key figure to save the survival of Yangchan Village,and contributes to the protection of the development of ancient villages.In the media image presentation of Yangchan Village,Zheng Xiaohe is labeled as "the first person to protect earth buildings".Enterprises and foreign businesses are committed to improving the rural environment and creating communication highlights;Social organizations bring new culture to Yangchan village;Villagers also increase their income through self-employment.The intervention of media makes the rural society become increasingly mobile.Different subjects dynamically record every detail of life through personal narration,and realize the "visibility" of rural landscape with personal perspective.Physical space becomes increasingly mobile and virtual following individual practice,and media becomes the tool and symbol of rural image dissemination.But at the same time,there are also such problems: the main body of Huangshan Municipal Government and Shexian County People’s Government has a low frequency and a single content in the information dissemination about Yangchan Village;The villagers’ main body is an important part of the image communication of Yangchan Village,but it lacks unified management and guidance in communication integrity and quality,with loose organization,unstable communication frequency,mixed content,and even commercial competition of farmhouse accounts by defaming peers in the comment area.The main body of the travel company has mastered the main source of economic income and the organization of rural activities in Yangchan village,but it is insufficient in the sustainable dissemination of village image;The economic imbalance between the sustained high income brought by the foreign merchants’ unique service and novel management and the slow growth of the villagers’ low income poses a challenge to the communication stability of Yangchan Village.The "alternative" cultural input of social organizations may bring great impact to the existing local culture.The image communication of rural areas is an integrated network,and each subject does not carry out communication practice in isolation.It is necessary to analyze the practice of multiple subjects in detail and explore the internal characteristics of communication among subjects.In the form of communication,different subjects are characterized by "communication".On the content of communication,the media practice of different subjects embodies the characteristics of interest blending,content blending and subject blending.Different subjects choose rural scenes based on subjective experience,but the narrative is also influenced by structural factors such as politics,economy and culture.Whether it’s online field investigation or online media investigation,the rural images presented are all produced under the interwoven rules of culture and capital.In the process of blending communication behaviors,too much focus is placed on obtaining economic benefits and cannot be effectively corrected and changed.The practical purpose of different subjects is to gain more traffic and popularity,so that the labels of "fairyland on earth","Xanadu" and "the last pure land" are constantly strengthened.There is a high degree of homogeneity in the form and content of communication.Finally,from the perspective of actor network theory,this paper expounds the problems in the image communication of Yangchan Village and puts forward corresponding countermeasures.In the process of image communication involving Yangchan Village,each subject is an actor involved in the communication activities.Because of different positions of different subjects,translation is based on subjective tendency,which leads to the dispersion and interruption of network connection.At the same time,due to the lack of a prominent actor to plan and guide the overall communication activities,the actors lack interaction and are difficult to be combined,which is the main dilemma of image communication of Yangchan Village at present.In the image communication network of Yangchan village,it is necessary to improve the role positioning of key actors,play their key guiding role to realize the limited connection among all relevant actors,achieve the integrity of rural image communication,improve the effectiveness and sustainability of communication,and promote the long-term,effective and stable operation of communication network.