The Visibility Of Digital Village:a Research On The Production And Communication Of Short Video Among Youth Entrepreneurs Returning To The Countryside

Thanks to the popularity of smart terminals and the development of digital technology,short video has become a hot social media platform.Short video has delegated the right of production and communication to the users,and stimulated the creative desire of the users.Its convenient operation and unlimited time and space make it easy for any group to enter the field of content production and communication,the same is true of youth entrepreneurs returning to the countryside,who use short videos as“New Farm Tools” to produce short videos that showcase their personal images,scenes of rural life and unique rural cultural aspects.Although these rural short videos show the achievements of the construction of digital villages and innovate the rural communication methods,however,social detachment and privacy concern caused by short video are also worthy of our attention.This research focuses on the group of youth entrepreneurs aged 18-44 who have returned to the countryside and their short video production and communication behaviors.The research investigates the impact of their short video practices on rural revitalization,digital village life visibility,and innovations in village communication methods.It also analyzes the potential contributions of these practices to political,economic,and cultural development.On this basis,reflecting on the problems of the short video practice of the youth groups returning to the countryside to start their own businesses at present,it provides new perspective and feasible suggestions for better use of short video in rural communication,consolidation and further promotion of rural revitalization strategy.The main body of the paper is divided into five parts:The introduction part introduces the research background and research object of this paper,reviews the relevant literature,and explains the research significance and research methods.The first chapter explores the feasibility of short video production among youth entrepreneurs returning to the countryside by examining technological prerequisites,personal motivations,and accessibility.It is proposed that short video empowerment provides the possibility for “anonymous record”,that self-empowerment drives individual needs to be met,and that availability facilitates short video practice to be visible.The second chapter combines the participatory observation of 30 youth bloggers who returned to the countryside to start their own businesses and in-depth interviews with 7 bloggers.This paper probes into the contribution of the short video production practice of the youth entrepreneurs returning to the countryside to the visibility of the digital village in the aspect of “Exhibition”.From the content production,space production,cultural production of the three dimensions of rural short video text analysis,it discovers that the content production of digital village includes the visual performance of daily life,the media production of urban and rural issues,the gathering of achievements of digital village construction,etc.Spatial production in short videos encompasses representation space,social space,and consumption space,while cultural production involves the activation,preservation,and experience of dialect,folk,and pastoral culture elements.The third chapter analyzes the relationship between the practice of short video communication and the visibility of digital village.The research finds three short video communication modes: Brand Communication,Public Communication and External Communication.It reveals how these methods effectively present the digital image of the country.The fourth chapter discusses the existing problems and improvement measures which may be brought about by the short video practice of youth entrepreneurs returning to the countryside,in order to provide feasible suggestions for the rural communication in the whole country.It considers youth bloggers’ problems such as subject withdrawal,social estrangement,and privacy paradoxes in their short video practices.The research suggests addressing the identified issues by focusing on awakening individual subjectivity,enhancing interactions between urban and rural areas,and implementing multi-dimensional privacy protection.Additionally,improvements in content,discourse systems,and communication structures can provide valuable insights for rural communication in our country.In the conclusion part,the thesis sublimates the above content from the perspective of visibility,and points out that although the production and communication practice of short video among youth entrepreneurs returning to the countryside has been alienated to a certain extent in the commercial and capital environment.Nevertheless,these practices have introduced innovative and guiding experiences for rural communication in the country.How to integrate “Utopia” and “Labor Field” in the content dimension,transform the discourse system of rural communication,and construct a multi-dimensional rural communication pattern is worth our continuous consideration.