乡村青年短视频平台土味形象的表演策略与形象建构

Performance Strategy and Image Construction of the Image of Soil Flavor of Rural Youth’s Short Video Platform

随着我国短视频用户规模的井喷式增长,短视频平台已成为用户展示自我、塑造形象的重要媒介。乡村青年在技术和平台的双重赋权下成为用户规模扩大的增长极,城乡经济的差异、自我身份认同的迷失、“流量为王”的规训使乡村青年急于在短视频平台快速聚集流量,完成个人形象塑造与输出,囿于自身学历、能力和媒介素养等多维因素,低俗、恶搞、扮丑等土味形象成为乡村青年的普遍表演策略。土味形象不仅影响公众对乡村青年群体形象认知,也在诱使乡村青年群体走向利益的“单行道”。主流媒体加大报道力度、短视频平台进行内容把关、地方政府提供发展渠道,打破“城市—乡村”的二元框架,才能使乡村青年正确融入短视频平台的内容生态和中国青年发展的进程中。

With the rapid growth of short video users in China,short video platform has become an important medium for users to show themselves and shape their image.Under the dual empowerment of technology and platform,rural youth become the growth pole of user scale expansion,the differences of urban and rural economy,the loss of self-identity and the discipline of“flow is king”makes rural youth eager to gather flow quickly on the short video platform,get attention and complete personal image building and output.Limited by their own educational background,ability and media literacy and other multidimensional factors,vulgar,spoof and disguised images become the common performing strategies of rural youth.The image of the local flavor not only affects the public’s perception of the image of the rural youth group,it is also a“one-way road”to induce rural youth groups to move towards interests.Only when mainstream media increase coverage,short video platforms carry out content control,and local governments provide development channels,can rural youth correctly integrate into the content ecology of short video platforms and the development process of Chinese youth by breaking the“city-rural”dualistic framework.