A Construction Of Farmer Image In Short Video Of "New Farmer" On The Douyin Platform

With the advent of the mobile Internet era,short video has successfully won the favor of users because of its fragmented communication and strong social attributes.Nowadays,users’ demand for short video is increasingly diversified,and the development trend of vertical segmentation of short video is becoming increasingly clear.With the characteristics of displaying rural scenes,outlining rural life and sharing rural life,three rural short videos have attracted a large number of users to watch continuously and become one of the most popular categories in the field of short videos.The "new farmer plan 2021" launched by the Tiktok platform has once again promoted the dissemination of short videos about agriculture,rural areas and farmers.In these "new farmer" short videos,new farmer images have been shaped and spread.There are many reasons behind the construction of these farmers’ images,including demand driven,including the popularity of visual consumption,the return of traditional life value and the needs of farmers,such as entertainment needs,discourse expression needs and economic needs;Secondly,it also involves the maturity of external conditions,including the empowerment of media technology,the promotion of national policies and the promotion of commercial capital;In addition,in the past,the construction of farmers’ image was mostly other construction and stereotype construction,which was lack of comprehensive and objective presentation.Therefore,the reconstruction of farmers’ image is very necessary.The images of farmers in the "new farmer" short video mainly include four types:the "rich leader" who keeps pace with the times and seeks innovation,the "actor" who exaggerates the real countryside,the "pastoral practitioner" who enjoys rural life,and the "senior expert" in specific fields.These peasant images are mainly constructed through the use of scenes,the focus of characters and appropriate narrative skills.Firstly,the "new farmer" short video constructs the original ecological activity space for the image of farmers through the scene application of natural environment and humanistic environment,then focuses on the characters through three aspects:external image,language and behavior mode,and finally achieves the shaping effect of the characters through the control of narrative rhythm,the rational use of narrative perspective and the use of narrative voice.However,in the process of presenting the image of farmers,there are still some problems,such as the incomplete image of farmers and the homogenization of content,the deviation of value orientation and the lack of public issues,the lack of technical conditions and professional quality.In view of these problems,the government should strengthen industry supervision and provide a number of support;The platform also needs to check and encourage content innovation;Farmers’ creators themselves should improve their media literacy and enhance their sense of social mission,so as to better meet the needs of farmers to realize their own and social values and promote the construction of society.