Research On The Short Video Of "Agriculture,Rural Areas And Farmers" In Southwest Hubei And Its Communication Effect In The Context Of Rural Revitalization

The issue of agriculture,rural areas and farmers(hereinafter referred to as "agriculture,rural areas and farmers")is a normal issue in the process of China’s development.It is the focus of current work and related to the overall situation of national development.The presentation of "agriculture,rural areas and farmers" issues in traditional audio-visual media is mainly rural documentary,radio and television feature films,etc.The emergence of "three rural" short video provides a new development opportunity for the publicity field of "three rural" in China,and makes a new change in the media form of "three rural" in China.Although China has built a well-off society in an all-round way,the development still presents the problem of imbalance and insufficiency.The development of Southwest Hubei is relatively backward,which is a typical underdeveloped area.However,the rich cultural heritage of rural areas in this region,coupled with the "three low" short video characteristics of low price,low threshold and low requirements brought about by the development of new media technology,as well as the cultural feedback of the Internet generation in daily life,make the self-expression needs of indigenous rural residents begin to be met to some extent in the form of making and playing "three rural" short videos.At present,the short videos of "agriculture,rural areas and farmers" in Southwest Hubei are in the development "adjustment period".The main types are roughly divided into five categories: daily life,food production,humor,custom and culture,and plot play.This study uses the case analysis method to analyze the typical cases in the short video we media of "agriculture,rural areas and farmers" in Southwest Hubei.It is found that the communication value of the short video of "agriculture,rural areas and farmers" in Southwest Hubei is mainly reflected in the revitalization of rural culture,the development of rural economy and the construction of rural development community.The good communication effect of the short video of "agriculture,rural areas and farmers" in Southwest Hubei makes it play an important role in spreading the characteristic local culture,opening up the e-commerce sales channels of agricultural products and stimulating the endogenous driving force.However,the development of "agriculture,rural areas and farmers" short videos in Southwest Hubei still faces the factors restricting the communication effect,such as the homogenization of content,the diversity of communication subjects and the low level of specialization of content production.This study uses the questionnaire method to study the specific situation of the communication effect of "three rural" short videos in Southwest Hubei,and draws the following conclusions:(1)most of the "three rural" short videos in Southwest Hubei circulate in specific circles;(2)The audience coverage of "agriculture,rural areas and farmers" short videos in Southwest Hubei is wide;(3)The dissemination effect of short videos of "agriculture,rural areas and farmers" in Southwest Hubei is good,which proves that the public’s impression of rural areas is gradually improving from the data level.The conclusion shows that the short video of "agriculture,rural areas and farmers" in Southwest Hubei has a good communication effect,which means that the short video of "agriculture,rural areas and farmers" can be used as a "new agricultural tool" to help the Rural Revitalization and construction in Southwest Hubei.This study uses the network data analysis method to study the main existing problems of "agriculture,rural areas and farmers" short videos in Southwest Hubei in the domestic market environment,and draws the following conclusions:(1)the communication effect of daily life "agriculture,rural areas and farmers" short videos in Southwest Hubei is the best,which is the same as the national level;The communication effect of popular culture is poor,and it lacks professional content production capacity and operation skills;(2)The main matrix of "agriculture,rural areas and farmers" self media communication in Southwest Hubei lacks diversity;(3)The short video of "agriculture,rural areas and farmers" in Southwest Hubei started late and developed relatively backward,but it presents a strong late attack and has a certain development potential.It can be used as a new media to participate in the development potential of Southwest Hubei;(4)Super IP has not been cultivated in the "agriculture,rural areas and farmers" short video industry in Southwest Hubei,with low visual recognition,lack of story communication,unclear IP image and lack of IP derivatives.This study uses the semi-structured interview method to interview the creators,audiences and relevant government staff of the short video of "agriculture,rural areas and farmers" in Southwest Hubei,which is complementary to the conclusions drawn from case analysis and network data analysis,so as to make the research more perfect and scientific.The economic,cultural and social effects brought by the communication effect of "agriculture,rural areas and farmers" short videos inject positive energy into the development of rural areas in Southwest Hubei.It is feasible for "agriculture,rural areas and farmers" short videos to help rural revitalization and construction.However,there are still some problems restricting the communication effect,such as the lack of high-quality content,the establishment of communication team,the low professional media literacy of communication subjects,and the insufficient support of local governments.This study comprehensively considers the development status of "agriculture,rural areas and farmers" short videos in Southwest Hubei and the factors restricting the communication effect,and puts forward five strategies to optimize the communication effect.First,we should continue to expand the diversity of communication subjects and encourage traditional mainstream media,enterprises,social organizations and farmers to participate in the camp of revitalizing the countryside with "three rural" short videos;Second,the communication content should focus on the "three rural" problems and their solutions;Third,with the goal of creating super IP as the communication goal,find the combination point of user needs and the communication of "agriculture,rural areas and farmers",dig deep into the empathy point,strengthen the audience’s understanding of "agriculture,rural areas and farmers",and develop IP derivatives;Fourth,in terms of communication methods,continue to strengthen the learning of technology and skills,and enhance the story,entertainment and technology of the short video of "agriculture,rural areas and farmers".Fifthly,local government departments and relevant platforms should strengthen supervision and support.Starting from the perspective of development communication,this paper takes the practical exploration of Southwest Hubei as the short video of "agriculture,rural areas and farmers" to help rural revitalization as a sample,in order to provide a new perspective for the research of "agriculture,rural areas and farmers" short video and development communication,enrich the theoretical construction of development communication with Chinese characteristics,and promote the healthy development of "agriculture,rural areas and farmers" short video in Southwest Hubei and the practical exploration of development communication with Chinese characteristics.