Research On The Network Performance And Image Construction Of Rural Female Bloggers On Short Video Platform In The View Of Digital Labor

The empowerment of technology and the rapid development of short video platforms have promoted the awakening of rural women’s subject consciousness.Short video platforms,represented by Douyin and Kuaishou,give rural women more convenient opportunities for media access and creative platform.so that they can more widely carry out content production and self-expression.Through the network platform to show their own life,broke the stereotype of people’s traditional rural female image,showed their own autonomy and subjectivity,but also won a certain degree of attention and economic benefits.This study makes participatory observations and in-depth interviews with a number of rural female bloggers of Douyin and Kuaishou,two short video giants,and explores the performance characteristics and forms of expression of this group in the network from their working process on the short video platform.the presentation characteristics of its network image construction are summarized.At the same time,further analysis of the performance motivation of this group,in-depth understanding of the difficulties faced by rural women in the online show and the breakthroughs made.The results show that rural female bloggers have successfully created diversified images of rural women through performance on the online platform,and they are no longer objects passively subjected to family and social pressure,but digital workers with autonomy and subjectivity.They perform actively through physical labor to further complete their self-identity;through emotional labor to achieve social integration,deepen emotional satisfaction in the interaction;through creative work,form personal characteristics to attract accurate fans,and eventually bring certain economic benefits.The study found that rural female bloggers fully demonstrated their autonomy and initiative on the short video platform,changing from passive appearance to active performance,getting rid of the original state of "being gazed at".Through digital labor to further sublimate the traditional female values,they show family values and a sense of social responsibility,which plays a positive role in promoting rural revitalization and building a harmonious society.But at the same time,rural female bloggers also face some challenges in the process of online performance,such as being overly addicted to the online world as a result of being dominated by digital technology,and personal labor is exploited.This will also bring the problem of blurred boundaries between the authenticity of life and the virtual nature of the network,which requires the joint efforts of individual bloggers,platforms and policies to improve their personal literacy and improve the formulation and implementation of rules.Protect their legitimate rights and interests.Overall,this study believes that the short video platforms represented by Douyin and Kuaishou provide opportunities for rural women to show themselves,actively construct and understand themselves.In this process,rural female bloggers show a certain subject initiative through the application of digital technology,which has a certain theoretical and practical significance to promote the digital economy and rural revitalization.