Study On Emotional Information Generation And Communication Mechanism Of TikTok Village Culture Short Video

Under the background of the rapid iteration of mobile Internet technology,the network has penetrated into modern life in an all-dimensional and three-dimensional way.The shooting and production of short videos with very low threshold,diverse content presentation and convenient access channels can quickly occupy people’s daily life time and gain the love and favor of a large number of users.Based on the current popular short video software Tik Tok APP,the short video of rural culture is taken as the research object,and text analysis,case study and other research methods are used to study the emotion generation and dissemination mechanism of rural culture short videos on the Tik Tok platform.Exploring the social background of Tik Tok from three aspects: scene change,technical empowerment and cultural reconstruction,Mobile short video reconstructs the social communication scene,Breaking the obstacles of time and space,Connecting the people and things living in different regions,time and space,In the mobile Internet has gradually formed a different segmentation scene;As a new medium in the development process of mobile Internet,The emergence of emerging social media such as Tik Tok has broken the situation that information and speech power is monopolized by media organizations;Mobile short video has a profound impact on social and human behavior,Including life scenes,expression methods,reading habits,communication methods,etc.,Changes in all aspects of society also act on people themselves,And in this process to form a specific cultural form and phenomenon.Sample selection of Tik Tok rural culture short video,According to the characteristics of the content,it is divided into food culture,pastoral landscape,traditional skills,local plot and folk customs,And analyzing the emotional characteristics of five types of rural cultural short videos,Mainly include fear,surprise,disgust,sadness,anger,anticipation,joy,and acceptance,And happiness,acceptance and expectation of the three emotions are relatively high,On this basis,the emotional communication mechanism of the short video of rural culture is analyzed: at the content level,Through scenes,issues,visual and auditory sources,To achieve an emotional mobilization,Quickly mobilize users to go deep into it;Channel level,Through the mutual borrowing of creators,communication matrix construction,and the combination of online and offline forms,Expand the communication power and influence of short video;User-level,Algorithmic recommendation,user participation,induced sharing realize the extensive and effective dissemination of short videos.Reflection on the emotional rationality and realistic nature of Tik Tok rural culture short video,Tik Tok short video of rural culture has produced significant benefits to the self-expression of farmer bloggers,the presentation of rural cultural innovation and rural economic development.Of course,the negative benefits of its content homogeneity and exaggeration,elimination of excellent culture and excessive commercialization cannot be ignored.On its negative benefit,we propose the cultivation of rural excellent talents,improve the algorithm recommendation mechanism and establish the rural culture brand.