从后乡土性视角看短视频社交媒体中的乡土性变迁——以抖音平台“D村”为例

On the Changes of Locality in Short Video Social Media from the Perspective of Post Rurality——Take TikTok Platform“D Village”as An Example

本文基于后乡土社会的理论视角,以抖音中形成的线上村落“D村”为例,研究短视频社交媒体中乡土社会的乡土性变迁。从研究发现来看,短视频社交媒体中的乡土社会总体上与后乡土性一样,呈现出乡土性与现代性混合的特点,但线上的乡土社会也发生了新变化,体现为“土气”的延续、流动性的延展、“熟悉信任”与“认同信任”共同连接的社会关系。此外,乡土性在短视频社交媒体上呈现出“机械迁移”的特点,乡土性与现代性并不完全相融,乡土性的半封闭性与平台的开放性共存。

Based on the theoretical perspective of post rurality,this paper studies the local changes of local society in short video social media by taking the online“village D”formed in TikTok as an example.From the perspective of research findings,rural society in short video social media is generally the same as post rural society,showing a mixture of rural and modern characteristics.However,new changes have also taken place in online rural society,which is reflected in the continuation of“local atmosphere”,the extension of mobility,and the social relationship between“familiar trust”and“identity trust”.In addition,vernacular features in short video social media are characterized by“mechanical migration”,where vernacular and modernity are not fully integrated,and the semi closed nature of vernacular features coexists with the openness of the platform.