俗雅之间:乡村短视频叙事的三重景观及其文化生态

Between the Popular and the Refined:The Triple Landscape of Rural Short Video Narrativesand ItsCultural Ecology

当前,乡村短视频成为网络流量“担当”。本文认为,其视觉语法正在生成关于乡村景观的雅、俗、朴的三类剧本。因为短视频的可见性,“媒介化乡村”成为治愈都市病、解构现代性、追寻文化乡愁的数字场域。在媒介和社会心态的互动作用下,乡村短视频成为人们消费和想象乡村的技术座架,生成了一种独特的“乡村UP主文化”。这种文化的内部竞合形成一种媒介生态关系,而其外部与城市文化形成了“文化生态位”上的竞争性关系。在后农业社会背景下,三重乡村的媒介实践如何激活社会主义新农村的文化政治,使“三农”在城乡共同体中得到更深层的社会关怀、更好地发挥根脉作用,还要对“数智乡村”的建设进行信息价值观引导。

At present,rural short videos have become the"leader"of web traffic.This article argues that its visual grammar is generating refined,popular and plain scripts about the rural landscape.Due to the visibility of short videos,"mediated countryside"has become a digital field for curing urban diseases,deconstructing modernity,and pursuing cultural nostalgia.With the interaction between media and social mentality,rural short videos have become the technical pedestal for people to consume and imagine the countryside,generating a unique"rural uploader culture"The internal competition of this culture forms a media ecological relationship,while its external part competes with urban culture on"cultural ecological position".In the context of post-agricultural society,the triple media practices of rural areas can activate the cultural politics of the new socialist countryside,so that the agriculture,rural areas and farmers will receive profound social care in the urban-rural community and better function fundamentally.And the information values in constructing"Digital Smart Country"project will be positively guided.