乡村振兴背景下“三农”短视频火爆现象成因及问题思考

在经济发展过程中,互联网起着越发重要的作用,短视频已成为新媒体时代重要的信息传播载体。党的十九大报告提出实施乡村振兴战略是新时代做好“三农”工作的总抓手,因此,“三农”短视频对推进我国乡村振兴发展具有重要意义。文章运用文献分析法与个案分析法讨论乡村“三农”题材短视频火爆现象的原因,探究当前“三农”短视频存在传播内容同质化、情感僵硬内容虚拟、法律及平台监管不足的问题,并针对以上三大问题提出丰富选题内容、重构个人情感和完善相关法规的优化策略。

In the process of economic development, the Internet plays an increasingly important role, and short video in today’s society has become the carrier of information dissemination in the new media era. At the 19 th National Congress of the CPC Central Committee, the implementation of rural revitalization strategy is the general starting point for the work of "agriculture, rural areas and farmers" in the new era. Therefore, the short video of "agriculture, rural areas and farmers" is of great significance for promoting rural revitalization and development in China. This paper uses literature analysis and case analysis to discuss the reasons for the popularity of short videos on rural issues concerning agriculture, rural areas and farmers, and explores the problems of homogenization of communication content, virtual content of emotional rigidity, and lack of legal and platform supervision in the current short videos on agriculture, rural areas and farmers. Aiming at the above three problems, this paper provides optimization strategies for enriching topics, reconstructing personal feelings and perfecting relevant laws and regulations.