Research On The Rural Image Building Of Short Video On Tiktok Platform

With the rapid development of short video and the rise of short video apps such as Tiktok,rural short video,as a new medium,has become an important window to shape and spread the rural image.On the one hand,due to the low technical threshold,the "new farmers" who are good at accepting new things began to use short videos with rural themes as new "farm tools" to record and share their lives and stories,which made up for the lack of role construction in the era of traditional media;On the other hand,short video enterprises have launched a series of agricultural assistance activities,and the mode of "short video + live + e-commerce" has been widely used,making the rural economic landscape increasingly rich and diverse.In the new stage of the implementation of the Rural Revitalization Strategy,the beautiful countryside is showing a new style.How to present and spread the rural image is particularly important.At the same time,it is worth noting that the shaping and dissemination of rural image should not be composed of a single element.It should include multiple dimensions such as emotion,cognition and aesthetics,and be composed of multiple indicators such as rural economic landscape,rural customs and folk customs,rural character image and so on.The purpose of this paper is to study what kind of rural image is shaped and spread by the short video of rural theme,and how to shape and spread it.The study found that under the influence of the rapid development of short video and the Rural Revitalization policy,the rural image created by rural theme short video can be divided into three sections: landscape image,cultural image and character image.Landscape image includes: beautiful rural natural landscape,unique rural settlement landscape and diverse rural economic landscape;In terms of cultural image:influenced by the impact of modern urban civilization,while inheriting the traditional rural civilization,it also derives a new concept of the times and shows a thriving appearance.For example,"ecological civilization" has been valued by the government,enterprises and individuals.Of course,excellent rural customs and endangered intangible cultural heritage have the opportunity to be re displayed with the help of short video,Changed the situation that gradually disappeared in front of the public;There are three kinds of character images: the hard-working and simple rural traditional image,the rural capable person image keeping pace with the times,and the "slow-paced" rural group image.These landscape images,cultural images and character images together constitute the public’s understanding of the rural image in the new era.Poverty,backwardness and ignorance are no longer synonymous with the countryside.In the short videos with rural themes,the rural image is realized through the presentation of different rural sce nes and the dissemination of rural cultural symbols.From documentary and fictional scene presentation to character dialogue,folk songs,operas and other symbols.This shaping process has the characteristics of overlapping.Specifically,the scene displayed in a short video is mixed with a variety of symbols,and the image presented to the public may include a variety of images.On the whole,short videos with rural themes shape and present a wonderful rural image from a variety of angles.In addition,in the process of shaping and spreading the rural image,there are some problems,such as vague positioning,fictional presentation,homogenization and so on,which need to be optimized from the aspects of communication content,construction and so on.At present,short video has become an important window for the shaping and dissemination of rural image.How to optimize it has a certain reference significance for the shaping of rural image in the future.