Quest For Farmer Identity: A Multimodal Critical Discourse Analysis Of Tik Tok New Farmer We Media Short Video

In the narrative of urban centrism and elitism for a long time,due to the lack of voice channels for farmers,rural areas are regarded as the subsidiary of cities,backward representatives and objects to be helped.With low communication threshold,diverse users and high tolerance,short video undoubtedly opens a path for farmers to construct identity and seek identity through spontaneous discourse.In this paper,20 "new farmers" we-media are selected on Douyin platform,400 Douyin videos are selected as research samples by means of targeted sampling method,and multi-modal critical discourse analysis method is used to analyze the realistic background of accelerated urban and rural mobility."New farmers" we-media creators have constructed three farmer identities,namely,hard-working and capable new farmers,writers of rural memories and inheritors of traditional crafts,through their discourse,and further analyzed the ideology and social power relations hidden behind the identities.First of all,in terms of text dimension,this study uses Adobe Premiere to separate sound and picture from samples,converts audio data into text through the speech-to-text API provided by i Flytek,and then proofreads manually.At this point,the information of text mode,sound mode and picture mode is separated,and the original database is established.In terms of text mode,this paper uses jieba R package in R language as technical support to describe and analyze the meaning of the home page tag,title text and video voice text.At the modal level,the sound is subdivided into synchro and background music for analysis.At the modal level,this paper analyzes the interactive meaning of the picture.It is found that the various modes complement each other,which is conducive to creating the unique "identity" label of farmers.On this basis,this paper divides the identities of "new farmers" constructed by "we media" into hardworking and capable new farmers,writers of rural memories,and inheritors of traditional crafts.Secondly,in the aspect of discourse practice,this study analyzes text production,distribution and consumption.It is found that in the production stage,the corpus of "new farmers" we-media originates from various "intertextuality" in social life,and intertextuality promotes the construction of disciplined identity.In the distribution stage,it mainly relies on "insiders" to promote the mainstream identity construction;In the consumption stage,the creators of "New Farmers" we-media form emotional connection and construct identity through interaction with fans in the comment section.At the same time,there are "resisters" who deconstruct the identity created by the "New Farmer" creators through playful appropriation and rumors.Finally,from the perspective of social practice,the interweaving of social ideology and power relationship is the essential motivation for the "new farmers" we-media creators to construct their identity.The power of rural areas to export ideology and values by short videos and compete for the right to speak is limited,which is subject to commercial power and new urban and rural power structure.In the process of power relationship and ideology competition,It also constructs false farmer identities.