小镇青年“土味视频”的视觉生产探析

A Probe into the Visual Production of"Earthy Video"by Small-Town Youth

移动媒介技术的浸润使文化生产主体实现泛众化之时,也催生出了当下最受欢迎的媒介形态——短视频,愈来愈多的文化现象在短视频时代也以影音的形式表现出来。作为新生代消费主力的小镇青年出于建构身份认同和消费文化高度符号化的双重动机,以视觉生产方式创作出突破传统审美的“土味视频”。在具体创作中以色彩、文字、场景表现“土味视频”画面的“乡野感”,以外表建构、身体表演和角色设定塑造人物怪诞的形象。这样一种文化实践行为不仅使小镇青年的媒介形象得到了“正名”,也体现出文化生产身份在短视频时代的巨大转变。而且抗争式的表演、风格化的视觉生产在展现底层青年精神面貌与文化诉求的同时,也给短视频的生产带来了相应的启发。

When the infiltration of mobile media technology has made the subject of cultural production pan-popular,it has also given birth to the most popular media form——short video.More and more cultural phenomena are also expressed in the form of audio and video in the short video era.As the main force of the new generation of consumption,young people in small towns have the dual motives of constructing identity and highly symbolic consumption culture,and use visual production methods to create earthy videos that break through traditional aesthetics.And in the specific creation,colors,text,and scenes are used to express the"country sense"of the earthy video images,and appearance construction,body performance and role setting create the grotesque image of the characters.This kind of cultural practice not only makes the media image of Small-Town youth"corrected",but also reflects the huge change of cultural production identity in the era of short video.Moreover,the struggle-style performance and stylized visual production not only showed the spiritual outlook and cultural demands of the young people at the bottom,but also brought corresponding inspirations to the production of short videos.