Research On Self-presentation Of The Returning Rural Youth In Douyin Short Video From The Perspective Of Goffman’s Dramaturgical Theory

With the implementation of the national rural revitalization strategy,Returning rural young people are gradually becoming the new trend and tendency.They withdrew from the realm of urban life and joined the wave of rural construction.The spatial shift from urban to rural areas not only implies a change in the identity of youth groups and a renewal of daily social relations,but also affects the internal logic of youth media practices.In a mediated society,short videos are embedded in the daily life of returning rural youth with their advantages of low threshold,strong sociality and convenient presentation,providing a new space for the interpretation and expression of self-presentation of returning rural youth.This research takes Goffman’s "Dramaturgical Theory" as the framework,and uses three research methods: content analysis,participant observation,and in-depth interviews.This research examines and analyses the self-presentation of 20 returning rural youth in Douyin short video.And selectes 400 short videos which they created to content analysis,summarises the characteristics of self-presentation among returning rural youth,uncover the motivations of their self-presentation.And on this basis,we further explore the value of self-presentation of returning rural youth and the problems that still exist.The research found that returning rural youth often design their "personal front" carefully and dress themselves up through identity "props",such as avatars,nicknames,and personal profiles;and incorporate "prop" elements such as scenery,costumes,background music and creative emotions into the production and distribution of short video content,use the language of visual symbols to engage in dialogue with the public,perform self-expression and characterisation in short videos.Specifically,they portray the image of "new farmers" who are hard-working,resilient,passionate and versatile;the image of rural builders who pursue innovation and have a sense of compassion and commitment;and the image of communicators of the local culture.The motivations for the self-presentation of returning rural youth are are multiple.On the one hand,they want to do justice to the image of the peasant out of a sense of local feeling and emotional connection.With the self-presentation of short videos,they hope to satisfy the material needs of pursuing economic benefits,the psychological needs of seeking identity,and the social needs of obtaining emotional support.On the other hand,their self-expression is also driven and regulated by the capital,technology and traffic realisation models of the platform.The external requirements of working with the platform further stimulate their desire for self-presentation and to some extent influence their autonomy in self-presentation.The platform’s capital support and cash flow further stimulate their desire for self-expression,but also affect their autonomy to a certain extent.The research further finds that self-presentation through short videos enhances the sense of access of returning rural youth.On the one hand,it brings a certain degree of exposure and popularity.They use short videos to combine individual identity with the sale of rural products and cultural promotion to increase economic income,strengthen the connection between individuals and the countryside,and promote positive integration.On the other hand,the interaction in virtual spaces reinforces their self-identity.However,it should also be noted that the process of self-performance by returning rural youth still suffers from "self-landscaping",privacy leaks and the lack of public values due to over-commercialisation,which ultimately leads to individuals falling into the dilemma of lost performance.