Research On The Relationship Between Production And Communication Effect Of Short Video Content Of "We Media" Certified By Toutiao

In recent years,the implementation of the rural revitalization strategy has put the issues concerning agriculture,rural areas and farmers on the national agenda,providing a strong policy impetus for the development of China’s agriculture,rural areas and farmers.At the same time,under the boom of mobile short video,all kinds of short video gradually enter and integrate into the development of rural areas,rural residents’ life and agricultural activity innovation.During this period,short videos of agriculture,rural areas and farmers were displayed on the "front desk" of mobile terminals to show various kinds of information on agriculture,rural areas and farmers to the audience.Since 2018,Chinese scholars have successively carried out relevant studies on short videos of agriculture,rural areas and farmers,and discussed production and communication strategies,application practices,development paths and value attributes of short videos of agriculture,rural areas and farmers under the rural revitalization strategy.However,the overall background is still focused on relatively macro short videos of agriculture,rural areas and farmers or short videos related to agriculture.It is not noticed that the production and dissemination subjects of short videos on agriculture,rural areas and farmers are mostly undertaken by "we media",which results in the lack of research achievements on short videos on agriculture,rural areas and farmers from the micro perspective of "we media".Therefore,this research will be related to agriculture,rural areas and farmers since the media short video production and communication as the breakthrough point,choose to agriculture,rural areas and farmers since the media users gather degree higher headline today as observation platform,further will pick one more influential to agriculture,rural areas and farmers certification from the media,to today’s headlines three agriculture certification from media short video content production practice and the study of communication effect,The influence relationship between the two is analyzed,so as to promote the benign development of we-media short videos of agriculture,rural areas and farmers and boost the implementation of rural revitalization strategy.This research main body is divided into Toutiao three agriculture certification from media short video content production to explore the assumptions,communication effect analysis,and verification of three parts,specific as follows:first,ethnography and text analysis,through the network from the perspective of structure,logic,pattern,explore Toutiao to agriculture,rural areas and farmers certification from media short video content production practice;Secondly,according to the number of fans to choose 10 Toutiao agriculture certification from the media(including users,waist head and tail users)and the People’s Daily article 20 short video released the headline number(a total of 220 samples of short video),from the participation awareness,acceptance,is three dimensions,the transverse and longitudinal analysis of Toutiao three agriculture certification from media short video communication effect,The correlation hypothesis between communication effect and content production practice is proposed.Finally,the reliability and validity of 284 valid questionnaires were analyzed by SPSS23.0 and multiple regression.Through the investigation and analysis of the three main parts,this study draws the following conclusions from three aspects.In the production level of Toutiao certification we media short video content: first,there are rural landscape,relationship between people,rural life,rural food,agricultural instruments,agricultural activities,video background and music and other production factors,producers have the production relationship of division of labor and cooperation;Second,it embodies the symbolic logic of constructing and presenting rural cultural symbols,the emotional logic of generating and experiencing homesickness and love,and the technical logic of applying and marketing network media technology.Thirdly,UGC,PUGC and MCN content production modes are used.In terms of the communication effect of Toutiao’s "We media" short video,attention and acceptance are close to that of the People’s Daily Toutiao short video,but the performance is poor in terms of participation.Second,head users have excellent performance in getting attention,while waist users play a key role in triggering audience acceptance.Tail users have statistical advantages in short video forwarding times compared with head and waist we-media.In terms of the correlation between production and communication effectof Toutiao Certification we media short video content: First,it is found that production factors,symbols and emotional logic,UGC and PUGC mode significantly affect the communication effect of Toutiao certification we media short video content;Second,from the perspective of structure,logic and mode,the author proposes to enrich the content of production factors and connotation,form of expression,attach importance to rural cultural symbols and nostalgia and nostalgia,maintain the "down-to-earth" and "professional" characteristics,and appropriately stimulate the audience to participate in the optimization discussion..