A Study On The Female Image In The Short Videos Created By Rural Women

In the era of traditional media,the image of rural women is often constructed by the mass media from a top-down perspective,and rural women are often in a state of aphasia in the media space.After the advent of the new media era,based on the characteristics of low threshold creation and fragmented communication of short video,people have obtained equal communication rights.Rural women have also found their media survival field through the short video platform and built their own image.Based on the research on the videos released by 30 rural female creators of Tiktok,this paper analyzes the presentation of content types,symbolic language and non symbolic language in their short videos,summarizes the image categories of rural women in the three dimensions,and finds that the image creation of rural women has changed from other construction to self construction,from a single image to a multi image,The discourse power and social status of rural women have been improved.The study found that in the process of communication,there are still some obstacles in the construction of rural women’ s image.From the perspective of short video creators,there are still phenomena of body focusing,self Dwarfing and homogenization of production content;From the perspective of short video audience,there are still stereotype,male gaze and gender discrimination.This paper analyzes the causes of these phenomena,and holds that the vulgarization of female images in the short videos created by rural women is due to the pursuit of economic interests;The existence of homogenization is caused by the lack of productive capacity of creators and the bias of value cognition;The stereotype of rural women still exists because of the subtle influence of social culture and mass communication.In view of these problems,the article puts forward some suggestions to build the image of rural women,that is,to enhance women’ s gender awareness from the creative subject,to improve regulatory review from the platform perspective,and to build a gender equal communication environment from the mass communication perspective.