“三农”短视频兴起之意义与现存之问题

Significance and Existing Problems of Short Videos on Agriculture,Rural Areas and Farmers

近年来,在政策扶持、技术推动下,由农村用户自主拍摄的“三农”短视频悄然兴起,成为了各大短视频平台的重要组成部分。“三农”短视频为农村、农业、农民的发展带来了新契机,其在赋权农村用户参与信息流动的闭环,加快创新扩散进程,缩小城乡“数字鸿沟”,补充传统媒体单一报道框架,展现更立体的“三农”形象等方面发挥了巨大作用;但与此同时,“三农”短视频之低俗化内容损害农村形象,同质化内容造成审美疲劳,分发不合理导致信息遮蔽等短板和弊端也逐渐显现,其应该引起相关方面的高度重视,并采取相应对策进行大力调控。

In recent years,with policy support and technology promotion,short videos on agriculture,rural areas and farmers,shot by rural users independently,have quietly emerged and become an important part of various short video platforms.These videos has brought new opportunities for the development of rural areas,agriculture and farmers,and has played a great role in empowering rural users to participate in the closed loop of information flow,speeding up the process of innovation diffusion,narrowing the“digital gap”between urban and rural areas,supplementing the single reporting framework of traditional media,and showing a more three-dimensional image of“agriculture,rural areas and farmers”.But at the same time,the vulgar content of the short videos on“agriculture,rural areas and farmers”damages the image of rural areas,and the homogeneous content causes aesthetic fatigue,and the shortcomings and disadvantages such as information masking caused by unreasonable distribution gradually appear,which should be paid great attention to by relevant parties,and corresponding countermeasures should be taken to regulate and control it vigorously.