What is the "distance" of the three -party observation of cultural tourism 丨 The "distant" of rural short videos?

In the past two years, short videos about agriculture and rural areas have been frequent and popular among young people. At one time, some netizens teased that "the end of the short video is rural." From the initial Li Ziyi to Zhang, to Zhang, to Kangzai farmers, etc., these short video bloggers created by the grass -roots and entertaining earthy videos are very popular with many young people. Whether it is curiosity or unique nostalgic plot, or the tilt of platform traffic, these short videos are reshaping the network culture ecosystem of "agriculture, rural areas, and rural areas", and continue to change the new farmers in today's online ecological context. , New rural and new agriculture.

If "the end of the short video is rural", where is the "distance" of rural short videos?

Continuously growing traffic market

On September 20, Douyin's "Douyin 2022 Harvest Data Report" showed that in the past year, Douyin has added 430 million new villages in the countryside, and the short video playback volume of rural themes has increased by 77%, and 38.4 billion people are short. Like the village in the video. Today, high -quality villages on social platforms such as Douyin, Kuaishou, B Station, and Watermelon have become a "clear stream" of the Internet ecology.

It is reported that in order to help rural revitalization, various platforms have laid out the "agriculture, rural areas" track in recent years. In September 2019, Kuaishou launched the "Three Farmers Fast Growth Plan" and simultaneously launched the official number "Kuaishou Three Farmers"; in August 2020, Douyin launched the "New Farmers Plan" to support the anchor of the Three Farmers through traffic; June this year; Station B was officially launched "Sannong District" and released Sannong District MCN special support plan in September.

It is worth mentioning that in May of this year, the "Implementation Plan for Rural Construction Action" issued by the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council clearly stated that it is necessary to promote the deep integration of digital technology and rural production and life, and continue to carry out piloting digital rural pilots. In this context, the "agriculture and rural" tracks in short videos are constantly blessed by traffic, attracting countless new farmers to rush in.

According to the "New Farmers Report" released by Douyin, the proportion of young people who returned to the countryside of Douyin agriculture and farmers accounted for 54%. Start entrepreneurship. The vast rural areas provide rich source of living water for short video content creation. Rural cuisine, rural tourism, farming culture, traditional handicrafts, etc. have been spread and promoted by more and more new farmers. In fact, while recording a beautiful countryside, these works are also enriching the online audiovisual and promoting the common progress of the realization of spiritual civilization and material civilization in rural areas.

For example,@如 小 如 shows the local simple people's style with daily agricultural and farm lives. Tens of millions,@上 上 (rural life recorder) interacts with netizens online through popular science agricultural knowledge.

"Fireworks on earth are the most caressing people's hearts." Beyond the village, village sounds, and village scenes, behind these popular short videos, there are both nostalgia that tens of millions of netizens cannot give up, and there are no shortage of contemporary young people in modern urban life. The solution has the ideal and pursuit of the new era and the new farmers expressing their own self and longing for a beautiful new life. These are all the digital migrations of rural life to varying degrees and promote the revitalization of rural culture.

Some netizens said that the short villages of rural villages with all the flowers and hundreds of villages are like a huge kaleidoscope. It tells one after another rural story, which reflects the colorful rural pictures. The emotional resonance of life lets us see the real Chinese local society and more and more new farmers who are strong and ideologically.

Sustainable development of commercial closed -loop model

Using high popularity or "Internet celebrity effects" to spread rural culture, bring fire rural tourism, and broaden agricultural sales, it has become an important way for many new farmers to promote the combination of counting and help rural revitalization. @,@乡,@香 秋,@乡 and other new farmers represent representatives through short video and e -commerce platforms not only let their hometown special products go out with the help of e -commerce platforms, but also drive the local people to get rich Essence

According to the "2022 Harvest Festival Douyin E -commerce to help rural development reports" released by Douyin e -commerce on September 23, a total of 2.83 billion single agricultural special products have passed the village into the city and sold to the north and south of the river through Douyin e -commerce. The number of e -commerce companies on this platform increased by 252%year -on -year, and the number of agricultural merchants increased by 152%year -on -year, becoming an important link to connect quality agricultural specialty and national consumers.

In the agricultural and farmers' genes with significant fast hands, according to the "2021 Kuaishou Sannong Ecological Report", in 2021, the realization rate of 100,000+ experts exceeded 94%, and the e -commerce revenue of Kuaishou three rural creators increased by more than 170%year -on -year.

For rural short video experts, not only should we continue to strengthen media literacy and innovation ability, enrich creative themes, improve content logic, pay attention to emotional transmission, continue to polish high -quality original content, create exclusive brands, but also expand the channels for rural economic development channels With the agricultural product sales market, make up for the shortcomings of the live broadcast and bring to the rural industry chain to improve, so that short videos can truly play the role of "online productivity" to promote the realization of rural resources and develop modern agriculture.

Balance of cultural and entertaining

The temptation of commercialization at the end of the flow.

It should be noted that when the three -rural theme is the traffic password of short videos, many people are starting to imitate, and problems such as serious homogeneity, overpowering, publicity, and crude production are frequently. There are even some short video bloggers in order to make a circle, with people setting up fraud, exaggerated performances, and vulgar fun, etc., not only getting farther and farther from the real countryside, but also greatly reduced the aesthetic value of the work itself. As the assistant researcher of the New Media Research Institute of Communication University of China, Kuang Ye said, "The entertainment attributes of the current short video are far greater than their cultural attributes. The cultural nature and entertainment in the short village short videos need to be considered carefully for bloggers and platforms. The vivid and relatively authenticity of rural short videos from the perspective of micro -individuals reproduce the special experience of rural life, which has a unique attraction. However, in a sense, the more important mission of agriculture and rural videos is the cultural revitalization and industrial revitalization of the countryside.

On the one hand, based on the current shallow, vulgar, and homogeneous problems such as the current existence, it has to cultivate more accounts and bloggers focusing on rural revitalization. It has a strong practical necessity. On the other hand, rural revitalization not only needs traffic. The network platform also needs to clarify the bottom line, do a good job of checking the content, and the true high -quality works of traffic to avoid problems such as homogeneity, vulgarization, and entertainment as much as possible, so that the audience understands more realistic rural life, attracts more talents Help the village rejuvenation.

Earlier, the "China Digital Rural Network Public Opinion Report" (2021) has made four suggestions on the revitalization of rural villages for rural short videos: first, you should dig deeper local characteristics and create unique IP; second Third, we should pay attention to "digital literacy" and promote digital training. Finally, we need to pay attention to international communication strategies and shape the environment of public opinion.

Not being wrapped in traffic, adhering to the original intention, and resisting the temptation. For the new farmers themselves or platforms, they need more patience and courage. (China Economic Net reporter Wei Jinjin)

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