Research On The Use And Image Of Kwai Of Young And Middle Aged Rural Women

With the development of network technology and the popularization of mobile terminals,rural residents have the opportunity to access the Internet.Short video has become the main platform for rural users to carry out network activities with its characteristics of fragmentation and low threshold.For young and middle-aged rural women with low education level and isolated living environment,the emergence of short videos has shortened the digital gap between them and urban residents and rural men,and become an important part of their daily life.Among the many short video platforms,Kuaishou has implemented the sinking strategy to attract rural users.Many young and middle-aged women in rural areas receive information on the platform,show themselves,and even develop their careers to get rid of poverty and get rich.From oral communication to printing communication and then to mass communication,the development of media technology affects people’s lifestyle and ideas.Young and middle-aged women in rural areas take "Kuaishou" as the window to contact with the outside world,and their use of "Kuaishou" and the influence of "Kuaishou" short video as a new media technology on them are worth exploring.Based on the theory of "use and satisfaction",this paper adopts the method of in-depth interview and questionnaire survey to study the use of "Kuaishou" among young and middle-aged women in rural areas.The research shows that the young and middle-aged women in rural areas who use Kuaishou short video show demographic characteristics such as young women as the majority,low education level,farming as the main occupation,and significant personal income gap.The "Kuaishao" contact channel of rural young and middle-aged women is mainly "private network",which is used in short time and frequent,mostly in free time,and the main motivation of using is entertainment,cognition and kinsman social contact.The main functions of "Kuaishou" for young and middle-aged women in rural areas are limited to watching and liking.They prefer funny,delicious food and recording daily content.They actively participate in e-commerce consumption and are willing to present themselves.The use of "Kuaishou" satisfies the cognitive needs,personal development needs,consumption needs,social needs and emotional needs of rural young and middle-aged women.The use of "Kuaishou" enables rural young and middle-aged women to develop their female consciousness and gender concept,pay more attention to their own growth,and be more willing to consume and use for self-satisfaction."Kuaishou" has also become a stage for rural young and middle-aged women to perform.In the aspect of social participation,rural young and middle-aged women’s awareness of social participation has been strengthened,and the range of social communication has been expanded.However,under the deep-rooted influence of traditional gender culture,the influence of media technology on young and middle-aged women in rural areas is limited,and some women’s thoughts are still restricted by feudal culture.Even if the ideas of young and middle-aged women in rural areas change,they are fettered by rural feudal thoughts in the process of transforming consciousness into action.