短视频时代涉农节目主持人的角色转换

The Role Transformation of Agricultural Program Host in the Context of Short Video Creation

乡村振兴背景下,传统媒体涉农节目和“三农”类自媒体呈现出来的不同发展趋势引人思考。一方面,互联网和短视频不断下沉至农村市场,各平台为“三农”类题材“输血加氧”,提供流量扶持,这给涉农节目主持人创新求变提供了新的思路。另一方面,短视频创作语境下的传播方式和传播理念与传统媒体存在差异,如果涉农节目主持人没有充分认识到这一点,难免会在短视频创作语境中出现“水土不服”的情况。作为传播链条的关键环节甚至是最终环节的涉农节目主持人,需要厘清传统媒体和短视频创作语境下角色的异同,总结短视频语境下角色转换的现实路径。

In the context of rural revitalization,the different development trends presented by traditional media programs related to agriculture and we-media concerning the issues of“agriculture,rural areas and farmers”are thought-provoking.On the one hand,the Internet and short videos continue to penetrate into the rural market,and various platforms provide traffic support for the themes on“agriculture,rural areas and farmers”,which provides new ideas for agricultural program hosts to innovate and seek for change.On the other hand,the communication mode and concept in the context of short video creation are different from those of in the context of traditional media.If the host of agriculture-related programs fail to fully realize this,he will inevitably be“not acclimatized”in the process of short video creation.As a key or even the final link in the communication chain,the host of agricultural-related programs needs to clarify the similarities and differences between roles in traditional media and short video creation context,and explore the realistic path for his role transformation.