Short videos bring development opportunities for new rural construction

As an important part of the Internet cultural industry, short videos have become a new way of dissemination of the elements of "three rural areas". Rural influencers quickly occupy major online platforms through short video. According to statistics, as of the end of 2021, there were more than 10,000 fans on the "three rural" short video platforms, with an average daily broadcast volume exceeding 4.2 billion times, and more than 40,000 creators. The short video promotes the transformation of rural areas from "rural memory" to "rural economy".

Rural life short video helps rural revitalization

The farming culture is the source of the culture of the development of short videos of rural life. The farming civilization that lives and cultivates and cultivates the self -sufficient lifestyle, cultural tradition, the idea of ​​agricultural and political ideas, and etiquette systems. The concept of carbon has a reference significance. The regional diversity, historical inheritance and local folk nature of farming culture not only given the important characteristics of Chinese culture, but also an important reason for the continuous and prosperous Chinese culture.

Handmade and idyllic life constitute the mother of farming culture. The short video through the modern space environment and social scenes, highlighting the life, sceneization, dynamic, physical interpretation and expressing the characteristics of farming culture, and the user and farming culture are highlighted. The distance to show the new format of contemporary life; the professional, vivid, and interesting expression of short video, cultivate the interest of the user group, and transform the "non -heritage" cultural inheritor into a fashion culture master; short videos will modern culture The concept and emerging information technology are integrated into video works, showing the vitality of the rustic culture.

The short videos of rural life are "rural environment+real -time life status of characters" as the main content. It has excavated the variety of rural life and three -dimensional charm, presents a rich norm in rural life, and completed the records of rural life in the field of the protagonist. The natural ecological atmosphere, while returning to the origin of life, increased the sense of entry and subjective experience of the audience, and transformed this emotion into support for video content and creators. It can also touch the audience's village's village Emotion and memory, and complete the ultimate goal of "monetization". The number of "Zhang classmates" reached 16 million, which was unexpected and seemed to be reasonable. His works expressed the farming culture through the truth of the overall feeling. The information needs also meet the emotional needs, thereby obtaining identity and economic benefits. The work of "Zhang" shows the elements of farming culture, planting grain and planting, cultivated land, and rampant tea and rice. This state of being close to nature makes people feel the truth of rural life. Rural natural green environment, endless farmland, rolling mountains, flowing water, clear river, green grass mountain forests, people have associated with long -lost farming culture.

The development of short videos and live broadcast has brought rural commercial dividends, and rural digital entrepreneurship has become a future development trend. "Rural+short video+live broadcast" expresses the development concept of beautiful rural green water and green mountains. Rural specialties, rural landmarks, and rural intangible cultural heritage are promoted by short videos to allow the outside world to perceive the charm of farming culture and bring new opportunities for rural tourism. Short videos have shifted from showing rural life to the development of rural industries, building an agricultural product marketing industry chain, promoting the rapid formation of special brands such as agricultural products, rural tourism, and rural culture, gradually extending to various service industries and related supporting industries, expanding the development of rural short video development New pattern.

Short video helps rural areas of wealth is also an important aspect of rural revitalization. Through information technology and cultural exchanges, not only urban residents can better understand the countryside, but rural residents can better understand cities and towns, enable people in different environments to understand each other, and promote cultural exchanges and integration. Short videos can also become an important carrier of education poverty alleviation and cultural poverty alleviation. It has brought educational resources from towns to rural areas, and has exerted important functions to promote cultural communication. The live broadcast of short videos enables consumers to understand the local customs, humanistic conditions, and the spirit of hard work of farmers through consumer material products. It can be said that the live broadcast platform of rural life short video has achieved the effective integration of material consumption, cultural consumption and spiritual consumption.

"New Farmers" became the main force for the development of short video development in rural life

In the era of big data, the Internet has penetrated into every corner of life. Driven by policy dividends and platform dividends, a number of "new farmers" emerged. They use farming culture as elements and high -quality and distinctive content to attract traffic. "". The development of short videos in rural life has also brought many young people to return to the countryside. Some outstanding returning young people returning to their hometown glow and heat, driving the whole village to become rich. Hunan tea oil in Xiangxi, Hunan, Black tea of ​​Anhua, pomegranate in Lijiang, Apple in Gansu, Wenxian's iron rod yam, Zhengyang's peanuts, etc. These high -quality agricultural products with regional brands are very competitive on the Internet. The villagers live broadcast to drive sales with more real performance.

The new format of rural e -commerce such as "live broadcast and cargo" has become a new fashion of farmers. People sell agricultural products in their hometown through the "live broadcast" model, and at the same time turn on the pre -sale model to transform into order agriculture. The traditional pressure inventory model has been eliminated, and the order is placed online in advance. According to the order, the crops are produced to reduce the consumption of crops in storage and improve the rural economy. It is worth noting that the experience economy is also booming, such as picking festivals, picking eggs, digging bamboo shoots and other experience activities, which not only enhances the impact of agricultural economy and brand, but also presents the content of the activity again on the short video. The fission forms a cycle of mode again. Short videos of rural life are a window for diversified and comprehensive reproduction of rural revitalization results. Spread rural culture with local and characteristics, let more people understand modern rural areas, modern agriculture, contemporary farmers, and establish their own good images. In the increasingly open development pattern, the Chinese nation confidence The heart shows the unique charm of Chinese farmers. Short videos of rural life have made unique contributions to telling the story of rural China, the story of agriculture, and the story of farmers. In the inheritance, promotion, development, and collection of cultural consciousness of the excellent traditional culture of China, so that farmers can truly enjoy the benefits of cultural benefits and grow them into new types of modern farmers. Developed into a modern new countryside.

(Author Unit: Institute of Philosophy of Liaoning Academy of Social Sciences)

Source: China Social Science Network-Journal of Social Sciences of China

Author: Guo Lianchun

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