短视频对传统乡村传播模式的冲击与重塑

Impact and Remolding of Short Video on Traditional Rural Communication Mode

短视频的蓬勃发展以及乡村网民规模的增大使得短视频对于传统乡村传播模式的重新结构成为必然。传统乡村传播的熟人效应、等级传播及封闭传播面临挑战。在媒介技术赋权下,短视频使得"生人传播"成为可能,其本身所带有的平权化与开放性的特质,对传统乡村传播模式带来明显的冲击。同时,短视频打破了传统农村传播主体——熟人,视频中的"他者"继承了以往熟人的"引入"身份,熟人则转换为"强化"身份。在短视频对于传统乡村传播模式重塑过程中,乡村如何利用短视频的传播优势,解决随之而来的农民群体的媒介素养等问题也值得反思。

The rapid development of short video and the increase of the scale of rural internet users make it necessary to restructure the traditional rural communication mode of short video. The acquaintance effect, class spread and closed spread of traditional rural communication mode are facing challenges. With the empowerment of media technology, short videos make it possible for"communication among strangers". The features of equality and openness of short videos have an obvious impact on the traditional rural communication mode. At the same time, the short video breaks the traditional rural communication subject ——acquaintances. The"other"in the video inherits the"introduced"identity of previous acquaintances, while the"strengthened"identity of acquaintances is transformed.In the process of remolding the traditional rural communication mode with short videos, it is also worth reflecting on how to make use of the advantages of short video and solve the following problems such as the media literacy of farmers.