Research On The Content Production Of "Agriculture,Farmer And Rural Area" Short Videos Under The Background Of Rural Revitalization

This study selects short videos of "agriculture,rural areas and farmers" that are different from Li Ziqi’s utopian idyllic life,and hopes to analyze the content production mechanism of "Sister Taozi in Shuzhong" Dou Yin number to explore the reasons for its success,and find a more suitable development path for the majority of short video creators.The article uses content analysis method,interview method and other research methods to analyze the account combined with frame theory,explore its content production mechanism,summarize the problems in the production process of the short video of "agriculture,rural areas and farmers",and put forward corresponding improvement measures to provide relevant reference for the short video of "agriculture,rural areas and farmers" content production strategy.This paper firstly composes an overview of the development of the short video of "agriculture,rural areas and farmers",and clarifies that it has mainly gone through three stages: laying the foundation,"earthy" outbreak and policy reform.The multiple factors of technical support,platform incentive plan,national policy support,social environment change and farmers’ self-expression awareness have created conditions for the development of the short video of "agriculture,rural areas and farmers",and finally contributed to the revitalization of rural industries,culture and talents in many aspects.The videos of "Sister Taozi in Shuzhong" were divided into three periods:before,during and after,and a total of 196 video samples were selected.Combined with Gamson’s definition of frames,nine first-level categories were established for analysis,and descriptive analysis was conducted for the samples’ thematic expression,content presentation,and propagation tendency to summarize the characteristics of their content frames.Then we studied the content production from five aspects:content production source,content production planning,content production mode,content production logic,and content realization method.We found that the key for "Sister Taozi in Shuzhong" to win the love of the audience is to show the real and interesting family life through the video,create a strong sense of "presence" of farming life,use emotion and symbolic expression to arouse the audience’s resonance,and finally harvest the traffic for commercial realization and drive the revitalization of local industries.Finally,through the analysis of the content production of "Sister Taozi in Shuzhong" account,it is found that the account is in urgent need of improvement,and needs to balance the relationship of benefits,alleviate audience aesthetic fatigue;extend the content creation,improve the overall perception.Using "Sister Taozi in Shuzhong" as a reference case,It can give some inspiration to the other short video of "agriculture,rural areas and farmers" : first,abandon the homogeneous content,highlight the characteristics of self;second,avoid the false framing,fit the real sense of life;third,avoid blind entertainment,enhance the value of content.The concluding section points out that no matter how quickly forms of communication change,quality content is the truth that supports the development of the short video of "agriculture,rural areas and farmers" and is the key to maintain its competitiveness,and should promote the sustainable development of the short video of "agriculture,rural areas and farmers" to better play its role in rural revitalization.It should promote the sustainable development of the short video of "agriculture,rural areas and farmers" and better play its positive role in rural revitalization.It also reflect on the existing regrets and shortcomings of this study,and provide optimization ideas for further improvement.