Research On Empathy Communication Strategy Of Short Video Of Agriculture,Rural Areas And Farmers

As a typical short video platform,TikTok actively launched agriculture-related activities to expand the market of agriculture,rural areas and farmers.The development of short videos of agriculture,rural areas and farmers is gradually standardized,and the content also appears to be an obvious emotional turn.Short videos build a bridge of communication between urban and rural areas.Through short videos of agriculture,rural areas and farmers,multiple emotional communities are formed in cyberspace.However,at present,there is relatively little attention paid to the communication of empathy in short videos of agriculture,rural areas and farmers,and the research is relatively weak.Therefore,this study attempts to analyze the media presentation of short video empathy communication in the "New Farmer Program 2022" activity of TikTok and summarize its communication strategies from the perspective of empathy theory.Based on relevant case studies,the author finds that: in the creation of short videos of agriculture,rural areas and farmers,emphasis is placed on highlighting emotional factors to bring positive emotional experience to the audience,so as to achieve empathic communication.In terms of content theme,it tends to choose the types of daily life and drama emotion,which are easier to express emotion.In the background music,it pays attention to fit the narrative rhythm,and uses soothing music to render the atmosphere.Use multiple symbols on title types to enliven the narrative style;in the state emotion,positive emotion is the main emotion,among which "moved" is the most significant.However,there is no obvious difference in the treatment of the cover.The path analysis of empathy communication shows that the short videos of agriculture,rural areas and farmers with high communication power firstly focus on the full use of auditory symbols and emotional narration to render emotions and realize emotional empathy.Secondly,a large number of prototypes conforming to the social mainstream emotional structure are used to guide the audience to achieve cognitive empathy.Finally,the connection with the audience is established to strengthen the viscosity of the relationship,realize behavioral empathy,and improve the communication power.However,these samples also have problems such as content homogenization competition,lack of attention to local culture and agricultural technology popularization,and excessive emotional expression.Therefore,in the follow-up optimization and development,it is necessary to further do a good job in the content,fully tap local resources,highlight the differential advantages of the account;it is also necessary to respond to the negative comments of the audience in time,strengthen the participation of the audience,and build a new rural community with the rural relationship as the bond.Finally,we should give full play to the practical role of short videos to promote rural revitalization between dialogue and communication.