“热呈现”与“冷遮蔽”——短视频中的中国新时代“三农”形象

“Active Sharing” and “Objective Invisibility”: The Image of China’s “Three Rural” Issues in Micro-Video

“三农”短视频是融媒体环境下关于农村影像的微纪录。低技术门槛、低识读成本的短视频释放了新时代农村、农业、农民的内容活力,它展示了农村群体生活的真实场景,传递了鲜活、个性、多元的新时代“三农”形象,农村空间由此逐渐进入公共传播。文章从快手、抖音、火山、西瓜四个商业平台与人民网、新华网、央视网三个官方平台中选取了60个代表性涉农短视频进行研究,指出短视频在表达新时代中国“三农”议题时同时并存着“热呈现”与“冷遮蔽”的情形,进而详细分析了“热呈现”的具体体现与“冷遮蔽”的形成动因。此外,文章还通过对官方与商业平台上“三农”短视频的题材、表达、呈现、效果等方面进行比较研究,发现异质平台在呈现与表达新时代“三农”议题上存在着差异性与互补性,二者共同建构并丰满了新时期中国“三农”形象。

The micro-videos of three rural issues which focus on rural China are the records about China’s countryside in the context of media convergence. With low technological threshold and reading cost, micro-videos have released the vitality of issues relating to agriculture, rural areas, and rural people in the new era. They present the real life of rural communities and convey vivid, distinctive and diversified images of rural China, promoting the rural space into public communication field. This article selects 60 representative rural-related micro-videos from Kuaishou, TikTok, Huoshan and Xigua Video, as well as three state-owned platforms the People’s Daily, the Xinhua News Agency, and CCTV. It points out the construction of rural image of China are facing both active sharing and objective invisibility. Furthermore, the article also analyzes the reasons and motivations in a multi-dimensional way. By comparing micro-videos released from state-owned platforms and those from commercial platforms in terms of theme, expression, presentation, and effect, this article concludes that the two different types complement instead of contradicting and replacing each other, thus they fulfill the purpose of constructing the image of China’s three rural issues in the new era.