Research On Media Image Presentation Of "Sannong Internet Celebrities" On Douyin Platform From The Perspective Of "Interpretive Package" Theory

In the traditional impression,the media image of "agriculture,rural areas and farmers",which is about the dirty,messy and poor rural ecological environment and the lack of humanistic quality of farmers,presents a strong contrast in the current media communication environment at home and abroad.The more "fashionable" and "civilized" media image of agriculture,rural areas and farmers shows unique appeal in the Internet communication.With the improvement of new media technology and the strong support of the national strategy of rural revitalization,Douyin platform provides a new way for farmers to participate in social expression.They use short videos to show rural customs and natural landscapes.The combination of "down to earth" content and diversified forms of expression quickly attracts the attention of platform users.The creators of such videos are also known as " Sannong Internet celebrities " by netizens for their excellent performance in the ripple propagation of content.Here we need to think,what kind of media image does Sannong Internet celebrities present in Douyin short video platform? Are there any shortcomings in the presentation process?This paper builds a research framework based on Gamson’s interpretive package theory.Through text analysis and content analysis and other research methods,4,283 short videos released by the top 70 Sannong.com celebrities on Douyin platform from May 1,2022 to November 1,2022 are taken as research samples.Through the research,it is found that the content themes presented in the short videos of Sannong Internet celebrities include seven categories,including rural scenery,family food,rural daily life,folk customs,agricultural science and technology,rural talents and field work.In contrast to the single stereotype of agriculture,rural areas and farmers in the era of traditional media,social media in the era of new media gives farmers a channel for self-performance.Through the analysis and research of 4,283 short videos released by 70 Sannong Internet celebrities,it is found that Sannong Internet celebrities on Douyin platform present three media images: homesickness carrier,new rural landscape performer and new rural sages who help rural revitalization.Under the guidance of the interpretive package theory,the paper makes a detailed analysis of the three kinds of image parcel presented by Sannong Internet celebrities from five aspects: metaphor,example,buzzword,description and visual image,and answers the questions such as "the motivation of media image presentation of Sannong Internet celebrities " and "What deficiencies exist in the practice of media image presentation of Sannong Internet celebrities " and gives corresponding improvement strategies.