| Since 2018,with the support of national policies and the encouragement of short video platforms,more and more farmers have become short video creators to spread the image of rural areas from a rural perspective.Roland Barthes pointed out that images,like words,have rhetoric and grammar,and rhetorical practice can reflect certain ideology,power relations,and the life experience of both parties.In this practice,how to use visual rhetoric in the short video content of agriculture,the countryside,and farmers(also known as “Sannong”)created by farmers’ groups,and how to construct an image frame about the countryside and farmers? What aspects can be improved,and what experiences can be learned from? The research paradigm of visual rhetoric originates from semiotics,but as a "research question",it originates from communication studies,and its core problem context comes from visual communication research under the discipline of communication science.From this research perspective,this study attempts to reveal the experience and deficiencies in the visual practice of Sannong short video.The visual rhetoric framework of Sannong short video is divided into three elements:rhetorical object,rhetorical method,and rhetorical purpose.In terms of rhetorical objects,Sannong short videos mainly show the images of farmers and rural areas through four sets of images with distinctive scenes,objects,and character appearances and character behaviors.In terms of rhetorical methods,Sannong short video creators use various rhetorical methods,mainly visual metaphor and visual metonymy,language-picture intertextuality and space-time rhetoric.In terms of rhetorical purpose,the short video of Sannong mainly expresses the purpose of establishing self-image,setting the agenda of rural image and declaring disputes through visual rhetoric.With visual rhetoric,the short video of Sannong has generally created an image of the countryside and farmers with "nature","harmony" and "hard-working" as key words,which is opposed to the image of the city.Different from traditional rhetoric,visual rhetoric research attaches great importance to the issue of rhetorical effects.Therefore,this study conducted in-depth interviews with 15 Internet users to explore whether the visual rhetoric framework of Sannong short videos is acceptable to the audience.According to the interview results,the audience can not only identify the rhetorical framework in the short video of Sannong,but also can compare these frameworks with their own experience to form a relatively independent audience framework.The audience’s experience not only comes from their own personal experience,but also from other media or user-generated content.The audience does not easily change their understanding of rural areas and farmers because of the rhetorical framework of the short video on agriculture,farmers,but selectively receives them.and understanding.Audiences are generally bored with homogeneous and stereotyped content and prefer content with novel perspectives and new knowledge.The study believes that short videos have greatly lowered the threshold for content creation.Even farmers who lack video shooting and Internet knowledge have channels to speak for themselves,breaking the discourse monopoly of traditional media shrouded by urban centralism.However,due to the algorithm’s control over the short video platform and the pressure of commercialization,as well as the consideration of audience acceptance,the creators of Sannong short video will still bring some urban-centric thinking in their creative practice,which inadvertently strengthens the relevant rural areas.and peasant prejudice.Sannong short video uses visual rhetoric to try to break the long-standing stereotype,while the framework it builds has formed a new prejudice.The selective presentation of rural life makes some audiences doubt the authenticity of the video content,which is not conducive to the spread of the new image of the countryside is detrimental and unhelpful.In order to make the visual rhetoric practice of Sannong short videos further,creators need to actively explore the transformation of discourse power into poverty alleviation ability.All aspects need to build a convenient bridge for creators to communicate and train,promote the efficient circulation of information in the industry,and improve the industry.The overall level of visual rhetoric practice.Only in this way can the short video on agriculture,rural areas and farmers become a powerful force to show the achievements of new rural construction,build a good urban-rural exchange structure,and help rural revitalization. |
